Hedvig Astrom is an art director who creates Pantone smoothies
American company Pantone introduced its colour-matching system in the 1960s as a way to standardise colours in the graphic design and printing industries by giving each shade a code. Hedvig Astrom is an art director who creates Pantone smoothies, and we want to taste them all.
Since the ’60s, the Pantone brand has become widely popular in broader culture through merchandise that includes mugs, iPhone covers and even a pop-up Pantone Café on the shores of the French Riviera in Monaco. Pantone’s Colour of the Year is followed eagerly by trend-watchers in the world of design. The shade for 2018 is Ultra Violet (Pantone 18-3838), a blue-based purple that evokes originality, ingenuity, and visionary thinking. But what would that taste like? New York City-based Swedish art director Hedvig Astrom Kushner might have the answer.
Along with line and form, good designers know it’s important to understand and master colour until it becomes second nature. Hedvig takes the task to a whole other level by creating Pantone smoothies. Just like mixing paint, she blends different smoothie ingredients to replicate Pantone swatches. Through her delicious colour experiments, she’s worked out the exact number of raspberries needed to achieve the hue of Pantone 1895, or how many baby spinach leaves it takes to match Pantone 576c.
It takes some trial and error to make sure the smoothies taste as good as they look. Each successful result is photographed and published on the website pantonesmoothies.com, along with its recipe so anyone can replicate it at home. The archive is now a spectrum that ranges from deep purple (blackberries) to soft, pale green (avo) and papaya orange (you guessed it). How’s that for a healthy obsession?
Hedvig hasn’t heard from Pantone itself yet, but should they get in touch, she’d be excited to collaborate. Pantone smoothies could be the next big health craze: the designer way to get your five a day. See more at pantonesmoothies.com.