Maschmanns is the only shop in Oslo that unites a butcher, fishmonger, and deli counter under one roof. Yet even the most loyal customers are unaware of the skills, craft, and know-how behind each department and product. To reveal the unseen craft that takes place before a product finds its way into the customer’s basket, we built a brand platform centered on the dissemination of knowledge about food. A grocery shop made specifically for the curious and serious shoppers.

Our process began by highlighting the legacy of the Maschmanns name, rooted in local history. The street where the market stands today, Karenslyst, was named after Karen Sverdrup, who married Johan Heinrich Maschmann in Christiania in 1774. After Johan’s passing in 1785, Karen purchased a “byløkke” in Skøyen, originally known as Maschmann’s Løkke, later renamed Karenslyst. Their son, Hans Henrich Maschmann (1775–1860), inherited the family pharmacy, Elefant Apothek, and went on to become a respected pharmacist and professor—continuing the family’s reputation for knowledge, craft, and care.

By weaving this history into the brand story, Maschmanns not only reclaims its heritage but also reinforces its position as a contemporary specialty shop, where tradition, expertise, and curiosity come together in every product.

The new visual identity honors Maschmanns’ legacy while opening the doors to a new generation of curious and knowledgeable food enthusiasts. It celebrates the market as a place where tradition meets discovery, where each counter tells a story of skill, origin, and craft before the food reaches the basket. Illustrations supports these stories together, rooted in the belief that true quality emerges from the connection between people, land, and craft.

While retaining its iconic green, the color palette unfolds into a spectrum inspired by flavors and seasons, mirroring the vibrancy of the market. The updated typography blends timeless elegance with contemporary clarity, reflecting both heritage and progress. Together, these elements create a personality that feels both familiar and renewed—an identity that invites both the serious and the curious to explore, taste, and rediscover Maschmanns with every visit.

A meal is a web of entanglement between nature and culture created by people. It reflects our responsibility to care for the environment while also nurturing ourselves. In a world increasingly driven by standardization and uniformity, food offers an antidote: a celebration of diversity, seasonality, and tradition.

Maschmanns embraces this philosophy by supporting diversity in both production and consumption—championing local and heirloom crop varieties, heritage animal breeds, and underutilized ingredients. They safeguard biocultural heritage and traditional knowledge, while catalyzing change through their kitchens and close relationships with producers.

Beyond the strategy and visual identity, we were also tasked with bringing the new brand to life on packaging for Maschmanns’ own small-scale classics—products found only in the shop. From Extra Virgin Olive oil and Risotto to Granola and even their takeaway pizza, each design extends the new identity onto everyday favorites. Learn more about the Maschmanns' packaging.