Graphic design for the pop-up store in central Stockholm and the communication around it, created at Prime.

Felix together with Prime opened the world’s first grocery store where the ‘price’ of each item was its carbon footprint. Customers could shop at the pop-up and compare a range of Felix products priced in ‘carbon dioxide equivalent’ (CO2e) currency, ‘paying’ at the till using special CO2e banknotes. They were given a shopping limit of 18.9 kg CO2e – the maximum personal weekly allowance if we are to meet the 2030 Paris Agreement goals.

Project Manager: Elisabeth Avrotin / Art Direction: Felix Holfve / Creative Direction: Isak Landaboure / Photo: Jakob Johansson / Design: Johanna Åkeson