A total revamp of a Norwegian classic.
Hennig-Olsen is one of the country's most traditional and popular brands.Ever since 1924, they have been the cream of the cream and had a strong position in market. To reinforce this position, the brand got a visual boost in 2016.
One of the main challenges for Hennig-Olsen is an ever-increasing price pressure from new brands in the market. Therefore, in order to meet the competition, ANTI was commissioned to rebrand the visual identity with the overarching goal of rejuvenating and increasing the premium perception of the brand
Renew, strengthen and rejuvenate Hennig-Olsen's visual identity in a way that's aligned with the brand's strong heritage and tradition.
The new identity is a bold step towards a stronger premium position in a market with fierce competition. We made big changes to the logo and gave it a new feature while preserving their iconic ice cream bowl in their logo.
By bowing the line in the ice cream bowl, a classic logo shape they’ve had since the sixties, we transformed it into a smile that gives the shape a more immediate positive association. We also stripped the identity of all unnecessary items and technical aspects to make it cleaner and easier to use on all surfaces - both physical and digital.
Since Hennig-Olsen has a strong presence in a variety of segments, and many different categories there was also a need to create an element that could connect the brand together across products and surfaces.
The solution became a red brand element that smoothly embraces the logo. This is adapted to all surfaces in order to secure a strong whole and better recognition effect in the stores.