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!)

We looked at Scandinavian palettes, with a focus on neutral, muted tones that really complimented the product and ingredient shots, but didn’t overpower them. These colors also felt warm and contemporary, but also simple and classic, something the Rolfsen team was keen to convey.

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