
Slappa Studio is an internationally unrecognized and non-awarded graphic design studio based in Stockholm, Sweden run by designer and art director Jenny Hedlund.
PERSONAL PROJECT
2023
01
PACIFIC STATE
Vinyl design and identity to honor the iconic house track Pacific by 808 State (1989) and the era of Second Summer of Love.
ABOUT THE TRACK: In retrospective reviews, The Independent reviewed a live concert by 808 State in 1997, describing "Pacific State" as "the song that made a nation chill out. Mellow but insistent beats, a light garnishing of wildlife noises, and a soprano sax threading through it like a viper in the Eden undergrowth. It was the aural equivalent of throwing a party inside a giant flotation tank. That was 808 State.
Pacific's iconic bird sample, a recording of a loon, was popularized by the song, and went on to be used in many other electronic songs such as Lady Gaga's "Babylon".
CONTEXT: The Second Summer of Love was a late-1980s social phenomenon in the United Kingdom which saw the rise of acid house music and unlicensed rave parties. Although primarily referring to the summer of 1988, it lasted into the summer of 1989, when electronic dance music and the prevalence of the drug MDMA fuelled an explosion in youth culture culminating in mass free parties and the era of the rave.
The music of this era fused dance beats with a psychedelic 1960s flavour, and the dance culture drew parallels with the hedonism and freedom of the 1967 Summer of Love in San Francisco.
MIXED GRAPHICS
NY, 2024
02
GUSTAF WESTMAN IN NEW YORK
Mixed graphics for Gustaf Westmans museum-inspired pop-up in New York 2024.
MIXED GRAPHICS
LA, 2024
02
GUSTAF WESTMAN LA POP-UP
Graphic print for Gustaf Westman’s pop-up at The Hunt Vintage Store in Los Angeles 2024.
MIXED GRAPHICS
NY, 2024
03
GUSTAF WESTMAN X HOME IN HEVEN
Graphics for Gustaf Westman x Home in Heven’s Holiday Collection in New York 2024.
PACKAGING DESIGN
BERLIN, 2024
03
GUSTAF WESTMAN FOR HIGHSNOBIETY
Superhero toy inspired packaging design for Gustaf Westman’s Spiky Cup, released online and at the Highsnobiety Berlin store in May 2024.
VINYL COVERS
2024
04
GUSTAF WESTMAN VINYL COVERS
Vinyl covers for Gustaf Westman Summer 2024.
GRAPHICS
2022
06
GUSTAF WESTMAN OBJECTS®
Mixed graphics to promote furniture, objects and events by Gustaf Westman.
Objects include made-to-order furniture, custom design pieces and homeware ceramics. Each made-to-order piece is crafted in collaboration with selected Swedish woodworkers to support a local and sustainable production process.
UI DESIGN
2022
11
THE FAT OF THE LAND
Website and graphics dedicated to the legendary album The Fat of the Land by The Prodigy, released by XL Recordings in 1997. This project was a collaboration with William Buller at Berghs SOC.
This project was done for the D&AD New Blood Awards 2022. The brief was to design and build a dedicated website for the 25th anniversary of the groundbreaking album “Fat of the Land” by The Prodigy, released in 1997 by XL Recordings. After 3 weeks we had a working mobile website built in Webflow.
TONALITY: Something as polished as public toilet doodles – a raw and rebellious expression to reflect the spirit of The Prodigy. We strived for a 90's DIY feel combined with hints of the modern technologies of today.
GRAPHICS: We used a scanner and experimented with different types of materials such as tape, paper, dirt and plastics to make unique textures, backgrounds and graphics.
COMPONENTS: We strived to create components which would closely relate to the analog DIY expression of the brand. We created buttons, product cards, selectors and more. Early desktop operating systems was a big influence.
TYPOGRAPHY: We created a display typeface called Funky Shit Sans. For this we used a thick marker on plastic plus some dirt and soil before digitizing it.
MERCHANDISE: We made fake merchandise inspired by the albums track titles, such as a lighter (Firestarter) a petrol can (Diesel Power) and nasal spray (Breathe). Some of them where meant to be physical products and some of them NFT's.
about
I’m Jenny, a freelance designer and art director based in Stockholm. Open for work – contact me for anything cute, cool, crazy, sunny or funny → jenny@slappastudio.se
AWARDS

Canon Graphic Design Award Portfolio of the Year 2023
“A scholarship to highlight two successful students, one from each year, who have consistently demonstrated significant innovation in their development as visual communicators and graphic designers during their period of study. The student should understand the importance of an integrated approach and demonstrate a strong sense of craftsmanship and finish. The student’s work should engage and inspire the viewer towards personal creativity and reflection.”

D&AD New Blood Awards Portfolio Competition 2023
“An international competition that recognises excellent portfolio websites across a number of disciplines including Advertising, Animation, Illustration, Graphic Design, Digital and Commercial Photography. From over 900 entries, 50+ industry-leading judges have selected 184 Portfolios to showcase. — Look no further than these creatives, the ones to watch out for.”

Berghs Team Awards
Best Craft 2023
“Introducing the Berghs Team Awards — Celebrating Great Work from Super Teams. At Berghs, two values stand out. Firstly, we love great work that responds to problems in smart, human, and creative ways. Secondly, we love effective teamwork and collaboration that brings a range of perspectives to create great work”.
Experience
freelance designer
slappa™ studio
2021-now
ELECTRONIC MUSIC PROD.
SAE INSTITUTE
2018-2019
FINE ARTS / PAINTING
PERNBY SCHOOL OF ART
2013+2016
FINE ARTS / PAINTING
BASIS SCHOOL OF ART
2009+2011

Slappa Studio is an internationally unrecognized and non-awarded design studio based in Stockholm, run by designer and art director Jenny Hedlund.
PACIFIC STATE
Vinyl design to honor the iconic house track Pacific by 808 State (1989) and the era of Second Summer of Love.
ABOUT THE TRACK: In retrospective reviews, The Independent reviewed a live concert by 808 State in 1997, describing Pacific State as "the song that made a nation chill out. "Mellow but insistent beats, a light garnishing of wildlife noises, and a soprano sax threading through it like a viper in the Eden undergrowth. It was the aural equivalent of throwing a party inside a giant flotation tank. That was 808 State."
Pacific's iconic bird sample, a recording of a loon, was popularized by the song, and went on to be used in many other electronic songs such as Lady Gaga's "Babylon".
CONTEXT: The Second Summer of Love was a late-1980s social phenomenon in the United Kingdom which saw the rise of acid house music and unlicensed rave parties. Although primarily referring to the summer of 1988, it lasted into the summer of 1989, when electronic dance music and the prevalence of the drug MDMA fuelled an explosion in youth culture culminating in mass free parties and the era of the rave.
The music of this era fused dance beats with a psychedelic 1960s flavour, and the dance culture drew parallels with the hedonism and freedom of the 1967 Summer of Love in San Francisco.
VINYL
2023
01
GUSTAF WESTMAN NEW YORK POP-UP
Graphics for Gustaf Westman’s museum-inspired pop-up in New York 2024.
graphics
2024
02
GUSTAF WESTMAN X HOME IN HEVEN
Graphics for Gustaf Westman x Home in Heven’s holiday collection in New York, 2024.
graphics
2024
02
GUSTAF WESTMAN LA POP-UP
Graphic print for Gustaf Westman’s pop-up at The Hunt Vintage Store in Los Angeles.
graphics
2024
03
GUSTAF WESTMAN FOR HIGHSNOBIETY
Superhero toy inspired packaging design for Gustaf Westman’s Spiky Cup, released online and at the Highsnobiety Berlin store in May 2024.
packaging design
2024
04
VINYL COVERS FOR GUSTAF WESTMAN
Vinyl cover design for Gustaf Westman Summer 2024
VINYLS
2024
05
PAIMIO SANATORIUM
Poster design to celebrate the 90th anniversary of the Paimio Sanatorium, pay tribute to Alvar and Aino Aalto and highlight the design philosophy behind the building as a role model for the future.
POSTER
2023
07
THE FAT OF THE LAND
Website and graphics dedicated to the legendary album The Fat of the Land by The Prodigy, released by XL Recordings in 1997. This project was a collaboration with William Buller at Berghs SOC.
This project was done for the D&AD New Blood Awards 2022. The brief was to design and build a dedicated website for the 25th anniversary of the groundbreaking album “Fat of the Land” by The Prodigy, released in 1997 by XL Recordings. After 3 weeks we had a working mobile website built in Webflow.
TONALITY: Something as polished as public toilet doodles – a raw and rebellious expression to reflect the spirit of The Prodigy. We strived for a 90's DIY feel combined with hints of the modern technologies of today.
GRAPHICS: We used a scanner and experimented with different types of materials such as tape, paper, dirt and plastics to make unique textures, backgrounds and graphics.
COMPONENTS: We strived to create components which would closely relate to the analog DIY expression of the brand. We created buttons, product cards, selectors and more. Early desktop operating systems was a big influence.
TYPOGRAPHY: We created a display typeface called Funky Shit Sans. For this we used a thick marker on plastic plus some dirt and soil before digitizing it.
MERCHANDISE: We made fake merchandise inspired by the albums track titles, such as a lighter (Firestarter) a petrol can (Diesel Power) and nasal spray (Breathe). Some of them where meant to be physical products and some of them NFT's.
GUSTAF WESTMAN®
Mixed graphics to promote furniture, objects and events by Gustaf Westman.
Objects include made-to-order furniture, custom design pieces and homeware ceramics. Each made-to-order piece is crafted in collaboration with selected Swedish woodworkers to support a local and sustainable production process.
GRAPHICS
2022
10
GUSTAVO IN GREENLAND
Children’s book about an Inuit guinea pig living in Greenland. Story and illustrations made by me.