Bringing more Hygge
to the US.

Client 
Rolfsen

Category
Food & Beverage

Services
Brand Strategy
Naming
Messaging & TOV
Brand Identity
Packaging

Rolfsen is a family-owned Norwegian Bakeri looking to bring a little more “hygge” to the US. Using family recipes handed down over generations, they wanted to capture their nordic heritage, but execute it with a warm, modern twist.

The symbol is based on the legendary Kringla, a delicious Norwegian pastry first created back in the late 1800s. To keep things light and playful, we animated the symbol to feel like the all-important kneading process that gives the Kringla its incredible flavor (best enjoyed on a cold morning with a strong, hot Norwegian coffee!)

The identity system is rounded out with a timeless-feeling wordmark that is clearly good enough to eat, simple, light colors that let the pastries remain the star of the show, and a packaging system designed to show what you can make with just a few simple ingredients, and a few hundred years of practice.  

"We loved working with A LINE, and they knocked our branding project out of the park! As a startup introducing a relatively unknown product, we knew getting Rolfsen's branding right was critical to our success. We needed a brand identity that captured our core values and personality, but that also provided room to expand into other categories as we grow. A LINE understood and built on this from the first meeting and we couldn’t be happier with the results."
Brendan Pierce, Founder & CEO, Rolfsen

© 2021 — A LINE