Muskelsvindfonden wanted a new platform to address their pay-off ‘Plads til forskelle’ (Room for differences’). The platform was to reach beyond people with muscular dystrophy and bring focus to the hunt for perfection that surrounds and challenges all of us. Also, encouraging partnerships across industries was a clear ambition – something which Muskelsvindfonden is historically very good at.
Identity designed to get people talking
Pærfekt illustrates the break with perfection. It’s the story of flaws being an important and inevitable part of life – of the authentic and natural. In that respect, Pærfekt is a tribute to all of us who neither can, want to or have the energy to live up to the ideals about perfection – a tiny misspelling that recognises the beauty of imperfection. Nothing and no one is perfect – and that’s truly Pærfekt.
Gin, croquis and bent cucumbers
Pærfekt was introduced at the ‘Folkemøde’ on Bornholm in 2018 with the event ‘Gin & Croquis’. In a more than packed Politiken tent, attendees drew elder, fat, skinny and disabled bodies while being served Pærfekt Gin – distilled among other things on unsellable cucumbers whose only ‘flaw’ was that they were misshaped.
Pærfekt t-shirt and hoodie
Help the ’pærfekt’ culture along with one of the cool t-shirts or hoodies.
Want to know more?
Please contact /
Mads Mikkelsen
Creative Director
+45 2141 5321
mm@agency-spring.com