Smaken av tradisjonar – a taste of tradition

Fuglestein fruktgard is a family-run apple orchard and small-scale producer of fine quality craft apple cider and juice. They might be small, but they aim high: they know they have a fantastic product, and they want to see it served in Michelin star restaurants. As I worked on their rebrand, that was at the back of my mind throughout the entire process.

We needed to craft a visual brand that was Michelin worthy, that would appeal to a very discerning client base, but at the same time, maintaining the look and feel of traditional craftsmanship. Fuglestein quite literally means “bird rock” and their existing logo was… a bird sitting on a rock. Based on an actual bird ornament. On a rock. It may seem mundane, some might even say cliché, but it carried immense sentimental value – and was an important identity marker. I knew immediately that I didn’t want to throw that away, but I also knew it would need to be refined in order to hit the mark with the right audience.

So I proposed a radical modernisation of the original concept; creating a simplified icon with an air of classic Scandinavian minimalism. I initially designed the tail of the bird to contain the letter F, and when founder Jon Anders suggested tweaking it to form the historic ᚠ rune I was all on board, as it truly brings another hidden meaning to the logo. This icon was teamed with a simple colour palette of soft white and muted black, a classic serif font for the logotype and a handwritten feature font to add that human touch. We introduced natural materials and textures, to add warmth and to soften the stark lines. And for product differentiation, we also have a secondary colour palette of muted hues.

CLIENT Fuglestein Fruktgard

CATEGORY Brand identity + packaging

TOTAL BUDGET €6,000

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