Perniclas Bedow is the founder and creative director of Stockholm-based design studio Bedow. The studio mainly works with branding, packaging and book design and for the last decade, their work has been widely acknowledged around the world through books, lectures, and exhibitions. Perniclas’ work has been awarded by Art Directors Club, Cannes Lions, D&AD, Epica Awards and European Design Awards, to mention a few.

The title of his presentation in this year’s ED-Masters Conference is “Playful Is the New Serious