ABOUT

7 Fjell Brewery is Western Norway’s leading microbrewery. They combine a fundamental passion for great beer with decades of experience from the industry. Kind has been responsible for the communication strategy, concept development and overall branding for the 7 Fjell Brewery and has now redesigned the entire range.

Strong growth of the craft beer market, and the ever-increasing product portfolio available in stores, led to a need for a refreshment of the package design. The main goals for the redesign were to strengthen the 7 Fjell brand by creating an iconic can, draw more attention to the products, increase visibility and ease navigation on the shelves. We wanted to create an expression that was authentic and accessible with strong roots from Bergen town and at the same time a can that was oozing of quality and exquisite craftsmanship.

To achieve these goals we have introduced a new layer of ingenuity, humour and authenticity with Frode Øverli’s characteristic illustrations. The drawings have given each beer its personality, and they are filled with references from the city of Bergen. The illustrations are applied with a metal finish. This gives the cans a delicate and elegant look from a distance. Through it, we managed to keep the pure expression that is easily identifiable. The exciting and humorous universe of Frode Øverli is revealed up close. The extra layer of storytelling builds more attention and creates engagement around products.

The colours are set in a system based on the beer’s level of lightness or darkness. The colour system takes into account already established colours, so that one could avoid confusing the established customer base.

The design has been tightened to be more uniform throughout the line. The iconic 7Fjell symbol is the main element of the boxes, which makes it easy to recognize the beer on the shelf.