The Norwegian bakery Rolfsen begins with a crisp look
The family-owned startup hired branding design studio A Line to create an identity that adds a contemporary flair to the bakery's Norwegian roots
The story goes that there is only one written copy of Rolfsen's recipe for kringla, a type of Norwegian pastry from the 19th century.
While the recipe may be a precious rarity in its material form, the new Norwegian bakery (or bakery) has immortalized the pastry in its logo, which is at the center of its new identity created by the international design studio A Line.
The logo is based on the figure eight of Kringla, which forms the outline of a rhythmic type-based animation that is supposed to evoke the kneading process and the shape of bite marks. The circular shapes even appear in the Rolfsen word mark itself, which is subtly buried in the curvature of the âfâ.
The refined aesthetic is meant to illustrate how some simple ingredients – listed as part of the logo – can be altered through centuries of baking heritage. Other aspects of branding also feature images of baking, although they stay away from the polished shots of finished products that we normally see in "food porn" shoots.
These elements are playful and in harmony with the otherwise sophisticated imagery and tastefully minimal packaging of A Line, which corresponds to the clean design that is currently preferred by hip cafes and coffee brands.
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