Reala creates highly original graphic families consisting of drawn figures, self-developed fonts, grotesque icons and bizarre pictogrammes, which are often mutated via the variation of their sizes, ages, genders and physiognomies. The designers’ standard approach to an assignment is to develop a specific graphic system and a vocabulary of images and characters and then to allow these to run riot. The result is a series of cartoonesque and occasionally perfidiously childish visual worlds which, while keeping a very conscious distance from the Scandinavian design tradition, appear to owe equally little to other references or models.
The computer plays an unusually secondary role in the production of Reala’s work. The starting point consists of hand drawings and scribbles which are then recreated digitally.