Aska

Nordic Cuisine in the Heart of Brooklyn

Fredrik Berselius, a Michelin-starred Swedish chef known 
for his high Nordic cuisine expertise, launched Aska in 
a restored Civil War-era warehouse near the Williamsburg Bridge. To capture Aska’s culinary philosophy, Berselius collaborated with Athletics to create a minimalist brand identity and website. Aska’s success has been evident, gaining an extra Michelin star and releasing a cookbook 
with Phaidon, reinforcing its status as a culinary standout.

Our Role:

Art Direction

Brand Identity

Concept Development

Web Design and Development

Collaborators:

Tuukka Koski, Carl Von Arbin,
Charlie Bennet

    In collaboration with a
 top Nordic chef Fredrik Berselius, the Michelin-starred Swedish chef, is one of the world’s most respected purveyors of high Nordic cuisine.

    Embarking on a new culinary (ad)venture Aska, his new restaurant, is located in a restored Civil War-era warehouse in the shadow of the Williamsburg Bridge.

    Framing a sensory experience Berselius enlisted Athletics to reflect his restaurant’s meticulous sourcing, preparation, and presentation in a minimalist brand identity system and website.

    A star is born Since launching the new brand, Aska acquired an additional Michelin star, and published a cookbook with Phaidon.

Otherworldly cuisine, straight from the earth

With a strong, almost mystical connection to the natural world and a highly unorthodox culinary philosophy that draws on unexpected ingredients (birchwood, reindeer lichen, pig’s blood) and preparations (incinerating lamb heart over bedstraw until the heart collapses into ash, served over creamed sunchokes), Aska serves elevated, multi-course dinners, with lighter fare and cocktails available in the warehouse’s cellar at the more casual Edda bar.

Design imitates nature

Working closely with chef Fredrik, Athletics defined a spare, naturalistic visual identity to echo Aska’s singular ethos and keep the focus on the ingredients, process, dishes, and plating. Across exhibits, we employed a pared-down aesthetic that meditates on natural ingredients, atmospheres, and textures.

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Aska’s artful, minimal approach to plating

“It looked pretty and pagan at the same time, like a page from a Martha Stewart lifestyle magazine for witches. 

”

The New York Times Magazine

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We sought to frame—not distract from—Aska’s extraordinary sensory experience

“The vibe is best described as hipster funeral.”

The New Yorker