We thought, ‘wow, that’s the spirit we want to capture,’” said Lauren Costa, Executive Creative Director at JOAN. “There was this viral picture going around of Icelanders playing volleyball in front of an active volcano that really inspired us. The campaign imagines a nostalgic and remote general store that sells traditional and whimsical Icelandic “provisions,” or everything you need to “live like an Icelander.” Launching with a playful spot, the campaign will extend to other executions, including additional TV executions, social and digital. In tandem with the rebrand, Icelandic Provisions has also launched a creative campaign led by award-winning JOAN Creative. Through its new colorful packaging, Icelandic Provisions stands out among a sea of white cartons in the dairy aisle, visually setting it apart in the crowded market. “With the new longship logo, the rune-inspired typeface, the authentic way we’re depicting ingredients, and the wonderful northern-lights-like colours, the whole story is there in the design”. “Our ambition for Icelandic Provisions was to anchor the brand in Icelandic traditions and heirloom ingredients whilst staying true to the brand’s optimism and sense of progress,” said Turner Duckworth Design Director Matt Lurcock. The characters have a trailing serif that suggests the forward movement of the longboat, invoking the positive, optimistic spirit that is synonymous with Icelanders and the brand itself. Both the logo and new packaging feature a bespoke typeface that was inspired by runes – traditional Icelandic letterforms. The boat’s distinctly shallow hull is packed with provisions, with each “O” representing a Viking shield hung from the side. Inspired by the shape of the Viking longboat, the logo invokes a sense of strength and resilience. Skyr is a staple of the Icelandic diet dating back to the Viking Age, and the new logo emphasizes the authenticity of the product itself and its important role in Icelandic culture. With the creative led by award-winning agency Turner Duckworth, Icelandic Provisions’ rebrand is a thoughtful interpretation of the brand’s core values. Through both the new branding and creative campaign, we’re bringing a piece of Iceland to consumers in an iconic and unforgettable expression.” “While we take our process seriously, we also want to celebrate Icelandic optimism and our rich heritage in a way that invites the consumer in. “Icelandic Provisions has long stood for celebrating the Icelandic spirit, using traditional skyr-making methods that sustained the Vikings,” said Dan Hickle, Icelandic Provisions’ Chief Marketing Ocer. Through these creative updates, Icelandic Provisions is investing in a new brand expression that underscores its heritage, while evoking the optimistic, yet persevering Icelandic spirit. Icelandic Provisions, the brand bringing a taste of Icelandic culture (and cultures) to the dairy aisle, announced today the debut of its new Icelandic-inspired branding, along with a new creative campaign. While the new branding is quite playful, it showcases the brand's authentic roots in a way that isn't too over the top or cliche. In addition, utilizing and implementing new colorful packaging, the brand will undoubtedly stand out in the crowded dairy aisle. The rebrand consists of a thoughtful interpretation of the brand's core values of toughness and durability, plus a nod to the brand's historical authenticity. Recently, Icelandic Provision went through a rebrand with the help of the award-winning agency Turner Duckworth. Icelandic Provisions is known for its Icelandic Skyr, which is a thick and creamy yogurt product. Passengers can hail MWRTA buses by waving.There's no question that the dairy aisle is overwhelmed with products both old and new. The MWRTA uses the Flag Down System which allows buses to stop anywhere along their routes to pick up passengers, where it is safe to do so. For up to the minute bus information, please call the MWRTA at 50 or visit for GPS tracking. Scheduled Times are only approximate please wait for the MWRTA ten minutes in advance of scheduled times to assure not missing the bus.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |