A Norwegian seafood label that wanted to feel like the sea, not like the supermarket. We rebuilt the identity, the packaging system, and the small printed pieces that come with every order.
A Norwegian seafood label that wanted to feel like the sea, not like the supermarket. We rebuilt the identity, the packaging system, and the small printed pieces that come with every order. The work began with two weeks of conversations and a single, half-finished sketch on the back of a flight ticket — which is, in our experience, where most good projects start.
We agreed early to keep the surface area small. One typeface, one printer, one engineer, one editor — every decision passes through the same four hands. The result is a project that feels of one cloth, even when it is doing very different things in very different places.
We built the system from the smallest reusable thing — a number, a label, a card — and let everything else inherit. When the smallest thing is right, the largest thing gets obvious.
There were two studio reviews a week and one client review every other Friday. Nothing was approved by email; everything was approved out loud, in a room, with the work pinned to a wall.
“They worked at the pace of our work, not the pace of a brief. The result is something we can still defend three years from now.”— Hjem & Hav AS