Studio Morfar

SLURP 3.0 We are entering a new chapter. Every now and then you’ve gotta pause, look at who you’ve become, and check if the world is seeing you the way you actually are. Slurp has grown up over the years, though same heart, same noodles, same obsession, a little wiser, a little more conscious, a little more us. So we figured it was time to give our digital home a refresh. For the past few months we’ve been working closely with our friends at @studio.morfar , who honestly have knocked it out of the park. They’ve helped us shape the website and identity; making it all feel exactly like Slurp should feel: simple, meticulous, bold, and straight to the point. They really get us 🥹 And it doesn’t stop online. We’re also updating the physical world: new menus, merch, signage, uniforms, all of it! Rolling out gradually, one clean detail at a time. More soon. Stay tuned. 🍜🔥

We began our work with @juno_the_bakery by studying vintage butter cookie tins, which often featured charming — if slightly kitsch — scenes of Danish pride: dairy farms, wheat fields, and city-goers enjoying evenings at The Tivoli. We loved the fact that these tins were a celebration of Danish cultural pride, and so we wanted to use that spirit as an anchor for the concept, and as a way of paying homage to the tradition of Danish butter cookies. That said, we also wanted our version to feel stylistically modern and to be seen through more of an international lens — knowing these tins would be the first chance for global fans to bring a piece of the bakery home, or send one to loved ones abroad. We developed a concept that imagined the tin as a sort of portal into Denmark, and we commissioned legendary Japanese illustrator @whykentowhy to bring it to life through scenes that follow Juno’s famous blue peacock on a journey from outer Denmark, through rural fields into the city, eventually arriving at the bakery in Østerbro, where Juno sits on the corner of Århusgade.

Winner of “Best Bakery in Copenhagen, 2025,” @juno_the_bakery has become one of the city’s most celebrated spots — beloved by locals for their morning bølle med ost (bun with cheese) and sought out by visitors making cardamom bun pilgrimages from afar. At the beginning of last year, Juno approached us to create a brand for their Danish butter cookies — an iconic yet often “old-fashioned” treat, forever linked to the childhood disappointment of finding a dusty tin on your grandmother’s shelf filled not with cookies but sewing supplies. Together with the team at Juno, we created a complete visual universe — spanning illustration, animation, packaging design, and a new e-commerce site — that honours the cookie’s traditional roots while giving it a distinctly modern twist. We began by studying vintage butter cookie tins, which often featured charming — if slightly kitsch — scenes of Danish pride: dairy farms, wheat fields, and city-goers enjoying evenings at The Tivoli. We loved the fact that these tins were a celebration of Danish cultural pride, and so we wanted to use that spirit as an anchor for the concept, and as a way of paying homage to the tradition of Danish butter cookies. That said, we also wanted our version to feel stylistically modern and to be seen through more of an international lens — knowing these tins would be the first chance for global fans to bring a piece of the bakery home, or send one to loved ones abroad. We developed a concept that imagined the tin as a sort of portal into Denmark, and we commissioned legendary Japanese illustrator @whykentowhy to bring it to life through scenes that follow Juno’s famous blue peacock on a journey from outer Denmark, through rural fields into the city, eventually arriving at the bakery in Østerbro. 🍪 Take a look at the full case on our website! Agency: @studio.morfar Creative Director: @torstenpower MD & Project Manager: @sabinareynbergkarlson & @mgallo Illustrator: @whykentowhy Animator & Tin Illustrator: @joana_sus Graphic & UI Designer: @torstenpower Tablet & Mobile UI: @pedro_et Developer: Muld Digital Special thanks to Nina Schmiegelow, Emil Glaser and Cecilie Høj 💙

We did it! 🍾 Thanks to all who voted for Purpose Talent to win both @a Congrats to the whole team 💜 Agency: @studio.morfar Creative Director & Designer: @torstenpower Project Manager: @sabinareynbergkarlson UI Designer & Developer: @thefirstthelast.agency Copywriter & Strategist: @vvvrrrjjj Illustrator & Animator: @con_mchugh Designer: @olliescully

We did a thing and some people liked it! It gives us a very warm feeling inside to see that the afterglow of our work for Purpose Talent still burns bright and that we’ve been nominated for @awwwards ’ Site of the Day as well as being awarded an Honourable mention for receiving a high score from the jury and community. Congrats to the the dream team that made this happen 💛 Agency: @studio.morfar Creative Director & Designer: @torstenpower Project Manager: @sabinareynbergkarlson UI Designer & Developer: @thefirstthelast.agency Copywriter & Strategist: @vvvrrrjjj Illustrator & Animator: @con_mchugh Designer: @olliescully

We feel really honoured to have received this beautifully crafted copy of @grafikmagazin ’s “Storytelling” issue in which they covered us over a 6-page spread. Thoughtfully crafted print media is something we’ve seen less and less of over the past decade and so it’s really awesome to see the level of attention and care the folks at @grafikmagazin have put into this. Big thank you also to @christinemoosmann for the beautifully written piece. It’s in German but we’ve translated a short excerpt to English: “There’s something strikingly distinct about Studio Morfar’s work. Whether it’s startup consulting, investment, a platform for finding tradespeople, or a bakery, the designs from the creatives in Copenhagen manage time and time again to surprise — perhaps because they start from a different place.”

It needs to reassure the user that they’re really being listening to. It should feel alive but also not creepy (definitely not 2001: A Space Odyssey Territory vibes). Importantly should be calming and of course simple enough that it doesn’t crash the app, but simultaneously matches the hand-drawn, stop-motion-esque style of the Kinprint. This was the request from the team at Kin when they asked us to help out with creating the new interface for Kin’s conversational voice chat ability. Of course when we decided we needed an animation that was clever, thoughtful but also simple, it was an absolute no-brainer to get back in touch with @loekvugs . We ended up with a fluid and dynamic animation with two seamlessly transitioning states, one for when Kin is listening and another for when it’s talking. The listening state is passive and meant to imitate slow gentle breathing. It’s designed to calm the user as they talk through potentially stressful challenges. The talking state then opens up and ripples back and forth like the reverberation of a speaker, making it clear that Kin is in an active state of giving a response. Take a look at the full body of work we did for Kin, now live on our website.

We’re incredibly excited to finally share the work we’ve been doing with Kin – an emotionally intelligent AI companion that provides meaningful support in your day-to-day life. At the end of 2023, we were brought in to develop a visual identity for Kin. Our work over the past couple years covered everything from the core identity and growth strategy to the website (narrative, design and development) to team apparel, animation, conceptual app UI, photography and more. When we looked at the landscape in 2023, we saw a sea of soul-less apps that were more focused on the technical edge instead of on the outcome. Regardless of the technology within Kin, the sole focus of the app is to help people navigate the unique challenges they deal with in their personal life and at work. And so our priority was to create a brand that felt trustworthy and warm, with a real feeling of tactility and references to editorial design. A big part of the identity is the Kinprint, an illustrative style we developed with animator Loek Vugs, which is not only used within the logo but also as a decorative element across the brand. We also developed a design and motion system that acts as an interpretive version of the app UI and that can be used to explain more abstract concepts, such as Kin’s semantic and episodic memory. - Agency: Studio Morfar Client: @mykin.ai Project Manager: @sabinareynbergkarlson Creative Director & Designer: @torstenpower Growth Director: @mgallo Strategist & Copywriter: @vvvrrrjjj UI Designers: @pedro_et , @layo_design Animation & Illustration: @loekvugs Motion Designers: Polly Weatherley, @criativostd Developer: Gunnar Sigurðarson Photographer: @simonbaungaard Shoot Casting: @cphcasting - Special thanks to Kasper Juul, Simon Henriksen, Yngvi Karlson, Thomas Bjerring, Cal Brennan, Iain Cain and Rochella Providence for the ongoing trust and collaboration 💛

Next week we’ll be releasing a case study for a project we’ve been working on for almost two years. An incredible amount of work has gone into this one and so we’re excited to finally share it with the world. We hope you’ll enjoy it 🤍

It seems our Purpose Talent rebrand has found its groove – and a few fans, too! From @creativeboom to @creativereview , @brandnewbyucllc and @mindsparklemagazine , we’re chuffed to see this soulful little brand out in the world, and to hear how it’s resonating. This project was all about capturing the feeling of fulfilment at work – not the polished headshots or corporate clichés, but the 🎷jazz, the 💃 joy, the subtle ✨ soul of doing what you’re meant to do. Thanks to everyone who saw and celebrated that.

@studio.morfar crafts a soulful new identity for Purpose Talent — jazz-fuelled, joy-filled, and New York to its core. The Copenhagen-based studio brought rhythm and heart to the brand of this NYC consultancy, founded by ex-Etsy, Casper and Kickstarter talent leader Andrew Blancato. Through bold illustration, expressive typography, and an identity rooted in jazz and movement, the rebrand captures not what work looks like — but what it feels like when it really matters. From flying croissants to grooving characters and squiggly ‘Doo-da’s,’ everything in this brand world dances to its own beat. It’s soulful, human, and refreshingly offbeat — a love letter to the intangible magic of meaningful work. 🔗 www.purposetalent.xyz 🎨 @studiomorfar #branding #identitydesign #studiofeature #creativejobs #newyorkbranding #designspotlight

💼 New Work: Purpose Talent A soulful, jazz-infused brand identity for a NYC-based consultancy helping brilliant people find work that matters. We didn’t want to show people sitting at desks. We wanted to capture what it feels like when work fits and when you find your rhythm. ✷ A logo that’s weird in the right way — every letter a little different, but working in harmony ✷ Bold, expressive typography inspired by New York ✷ Dancing characters illustrated by @con_mchugh ✷ ‘Doo-da’s’ — abstract expression marks inspired by jazz sleeves & Matisse ✷ Colour, joy, movement, and a little bit of magic Agency: @studio.morfar MD & Project Manager: @sabinareynbergkarlson Creative Director & Designer: @torstenpower Copywriter & Strategist: @vvvrrrjjj Illustrator & Animator: @con_mchugh Designer: @olliescully UI Designer & Developer: @thefirstthelast.agency → Go to our website (in bio) to see the full case study. #studiomorfar #newwork #brandidentity #jazz #designwithsoul #purposetalent #creativedirection #illustration #typography #designstudio