KIND® Bergen

ABOUT

In the dark depths of the clear Norwegian sea, a nutritious delicacy has been hidden. Gourmet-standard seaweed of unparalleled quality; Mǽr.

The name ‘Mǽr’ is old Norse and means is «the untouched». It is drawn from the nature of the seaweed; hiding in the depths of the ocean, staying pure and unspoiled.

Seaweed is loaded with nutrients and flavour, and adding small amounts of Mǽr will produce a big impact. This inspired the slogan; Less is Mǽr. The design philosophy ‘Less is more’ is one of the characteristics of Scandinavian minimalism, which is present in the brand aesthetic.

The logotype is inspired by the product itself. The ǽ is drawn with an idea of continuation, a shape that can grow to create graphic ‘seaweed’ patterns. The pattern is embossed into the tube, mimicking the shy nature of the seaweed.

The colours are drawn from the nature of the deep and kept in a natural saturation. The flavours have been put into categories, with a colour for each category and a different hue for each flavour.

From the sea to the shelf, the environment is always in focus, therefore the packaging materials have all been chosen for their environmentally responsible qualities.

Date created: January 2019 2019-01-01T00:00:00+0000
Date published: 1 September 2020 2020-09-01T09:00:58+0100

AWARDS

European Design Award
Pentawards
The Art Directors Clubs

MADEIT CREDITS

  • Torbjørn BaugstøClient
Annual 2020 ShortlistMǽr SeaweedBranding Annual 2020 ShortlistMǽr SeaweedPackaging

Mǽr Seaweed

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