Torsten Power
Creative Director, Co-Founder
In their own words
It wasn't about rejecting the traditional imagery so much as paying homage to Danish agricultural and urban life.
Juno represents today's Copenhagen that is both modern and rooted in tradition.
The AI space is often about efficiency or optimisation, whereas Kin is about something different: pausing, rehearsing, and being present.
We wanted to create a symbol that celebrates difference at a time when AI often flattens it.
We landed on the idea of showing this vague, nuanced feeling [of fulfilment] through dance.
Jazz is highly expressive, and it celebrates both individualism and collaboration.
We love eccentrics and people who aren't afraid to show a bit of weirdness.
In some ways, there's more at stake, but it means we can approach the project through deeper, more extensive research.
Yoderlay should be a place for finding trusted traders when customers are in a panic and likewise a platform that traders feel comfortable relying on for work and using every day to manage their livelihood.
The most important thing behind the direction was that we should be hero-ing the skilled tradespeople, and so the focus shouldn't be on the thing being done; it should be on the person doing it.
Articles & interviews
- Studio Morfar's cookie branding is a masterclass in cultural storytelling
Creative Boom features Studio Morfar’s rebrand for Juno the Bakery’s butter cookies, a project that reimagines traditional Danish cookie tins through contemporary cultural storytelling. The Copenhagen studio collaborated with Japanese illustrator Kento Iida to create packaging and a brand universe that bridges Danish heritage with global appeal. The work extends beyond packaging to include a website and animation, positioning the cookies as both a cultural artifact and a modern design object.
- "Sabina Karlson Reflects on Leadership and Creative Balance"
Creative Boom’s interview with Sabina Karlson explores her decision to step away from Studio Morfar, the Copenhagen-based agency she co-founded, to focus on family and personal balance. She reflects on leadership, setting boundaries, and sustaining creative energy in a demanding industry. The piece highlights her philosophy on flexibility, collaboration, and redefining success beyond constant productivity.
- Studio Morfar Humanizes AI for Kin with Emotionally Intelligent Brand