Arctic Rein og Vilt (ARV) helps reindeer farmers increase their earnings by giving them responsibility for a larger part of the production process and an opportunity to access the modern market place whilst also preserving Sami traditions.
Reindeer is the king of meat. It is produced under nature’s most extreme conditions and is an important part of Sami culture. We faced the challenge of communicating this across the ARV range in a modern way, retaining the brand’s reputation for high-quality and making the most of its legacy and market position.
Our approach was to sensitively resolve tradition and modernity into a distinct and compelling visual language, one that would retain brand equity, further legacy and the cultural traditions associated with it. We sought to do this whilst also touching on the harsh environment and the will of the farmers that produce such a high-quality product.
By using strong shapes and colour blocking drawn from national Sami folk costumes and in conjunction with natural colours, we brought to life the brand’s iconic past in a modern, immediate way, graphically representing the passion and willpower of the reindeer farmers themselves. A bold wordmark furthers this in size and style, and then using a lighter serif to layer in a sense of heritage, tradition and premium quality.