Rolfsen
Bringing hygge to the US.
Rolfsen is a family-owned Norwegian Bakeri looking to bring a little more “hygge” to the US. With family recipes handed down over generations, Rolfsen wanted to convey their nordic heritage, but 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 playful, we based the animated symbol on the all-important kneading process that gives the Kringla it's incredible flavor (best enjoyed on a cold morning with strong, hot Norwegian coffee).
Client
Rolfsen
Category
Food & Beverage
Credits
Services
Brand Strategy
Naming
Messaging & TOV
Brand Identity
Packaging
![](https://cdn.prod.website-files.com/62446d693a13bd41703cf23b/6244b0ead357fe1a62bf7835_Rolsen_Palette_ALINE_small_square.gif)
![](https://cdn.prod.website-files.com/62446d693a13bd41703cf23b/6244b0ead357fe1a62bf7835_Rolsen_Palette_ALINE_small_square.gif)
"We used Scandinavian palettes, with a focus on neutral, muted tones that complimented the product and shots, but didn’t overpower them. These colors felt warm and contemporary, but also simple and classic - something the Rolfsen team was keen to convey."
Brendan Pierce, Founder & CEO, Rolfsen
![](https://cdn.prod.website-files.com/62446d693a13bd41703cf23b/628e70162d9927c5927ee680_Rolfsen_Layouts_ALINE-min.jpg)
![](https://cdn.prod.website-files.com/62446d693a13bd41703cf23b/628e70162d9927c5927ee680_Rolfsen_Layouts_ALINE-min.jpg)
![](https://cdn.prod.website-files.com/62446d693a13bd41703cf23b/628e6fed83f49b49613ef56e_Rolfsen_sign_square2_small_ALINE-min.jpg)
![](https://cdn.prod.website-files.com/62446d693a13bd41703cf23b/628e6fed83f49b49613ef56e_Rolfsen_sign_square2_small_ALINE-min.jpg)
"Only one written copy of the Kringla recipe exists. Transcribed by Grandma Adelaide, it's locked in a treasure chest, and guarded by enormous forest trolls."
![](https://cdn.prod.website-files.com/62446d693a13bd41703cf23b/628e7069ba4477d7dda8700e_Rolfsen_packaging3_square_ALINE-min.jpg)
![](https://cdn.prod.website-files.com/62446d693a13bd41703cf23b/628e7069ba4477d7dda8700e_Rolfsen_packaging3_square_ALINE-min.jpg)
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.
![](https://cdn.prod.website-files.com/62446d693a13bd41703cf23b/628e700704501d30df141ef5_Rolfsen_packaging2_square_ALINE-min.jpg)
![](https://cdn.prod.website-files.com/62446d693a13bd41703cf23b/628e700704501d30df141ef5_Rolfsen_packaging2_square_ALINE-min.jpg)
"We loved working with A LINE. As a startup introducing a relatively unknown product, we knew getting Rolfsen's brand right was critical to our success. We needed a brand that captured our core values and personality, and provided room to expand into other categories as we grow. A LINE understood and built on this from the first meeting. We couldn’t be happier with the results!"
Brendan Peirce, Founder & CEO, Rolfsen
Press
The Brand Identity
Creative Boom
Creative Review
Design Week
Related Projects