Creative Director
Our first task, then, was to define and refine Coaltown’s – already genuine – story, shaping it for both its current audience and the one it’s growing into.
When there’s a clear reason – where design and typographic decisions are fully considered and feel inherently right – it becomes much easier to avoid clichés and passing trends.
In Amsterdam, and across the Netherlands, few names command more reverence than Ajax. So to be asked to rebrand AFC Ajax in their 125th anniversary year – coinciding with Amsterdam’s own 750th celebration – it wasn’t just a brief. It was a moment.
Ajax’s remarkable archive department proved invaluable, offering a wealth of beautifully preserved and meticulously documented material that guided our process from the very beginning.
Our goal was to reflect this philosophy in our approach to the rebrand. In essence, the team’s ‘Total Football’ became our inspiration for a form of Total Design—an adaptive, wide-ranging system unified by a consistent aesthetic, built for movement.
The logotype draws directly from the typography featured in the reintroduced ‘classic logo,’ refined with a contemporary edge.
Many football – and sports – brands often default to bold, italicised sans serif typefaces that demand attention with their loud, shouty; and assertive style.
Ajax are instantly recognisable by their iconic home kit. To open up new possibilities and allow for more expressive, sector-specific storytelling, we introduced a set of complementary colours: claret, salmon pink, gold and coral.
The ‘Energising Red’ relates to the third pillar of Ace’s core values, and was selected to powder coat the 16,000kg central steel staircase that rises up through the heart of Ace’s HQ, unifying its three cavernous floors.
The complimenting colours that make up the Ace colour palette are directly informed in part by the material palette used in the interior design and build and in part by the colours that are prevalent in and around the Houthavens – Amsterdam’s rejuvenated Western Docklands.
Smörgåsbord refined Coaltown Coffee’s brand identity to strengthen its narrative of post-industrial purpose rooted in Welsh mining heritage. The rebrand introduces a custom logotype based on the Successor typeface, a restrained color palette anchored by Coal Black and Purpose Orange, and woodcut illustrations by Antra Svarcs. The project culminates in a short film that ties the brand’s story to its community origins.
Smörgåsbord Studio has rebranded AFC Ajax to mark the club’s 125th anniversary, creating a visual identity that bridges its historic legacy with a contemporary design system. The project includes a custom typeface developed with Cotype Foundry, new color palettes, and a flexible design framework spanning digital, print, and environmental applications. The rebrand draws heavily from Ajax’s archives and Amsterdam’s cultural heritage, embodying the club’s philosophy of ‘Total Football’ through ‘Total Design’.
Smörgåsbord rebranded Amsterdam football club Ajax for its 125th anniversary, creating a comprehensive visual system that reintroduces the club’s classic logo while expanding its identity for modern audiences. The rebrand features a custom typeface developed with CoType Foundry, a refreshed colour palette, and cohesive iconography for signage and digital use. The project reflects Ajax’s heritage and Amsterdam’s creative spirit, positioning the club as both a sports and lifestyle brand.
Smörgåsbord developed a contemporary, multi-platform identity for the creative collective Ace, uniting its family of agencies under a cohesive visual system. The design features a ribbon-inspired logo, motion graphics, and a bold red color palette inspired by Ace’s Amsterdam HQ. The project emphasizes flexibility, movement, and connection across digital and physical applications.
Smörgåsbord developed a new identity for Amsterdam-based LOT61 Coffee Roasters, drawing inspiration from the Amsterdam School of Architecture. The rebrand features a custom logotype, a detailed set of brand guidelines, and packaging informed by the World Coffee Research flavour lexicon. The result is a bold, locally rooted identity that balances historical influence with modern sensibility.