Olssøn BarbieriOB

Holmen Crisp

Gluten-free flours are mostly industrially produced and the category is dominated by products communicating to consumers with special needs and the category language is often associated with efficiency rather than the pleasure of baking.

The gluten-free category is growing. Also non-celiac consumers are curious about a gluten-free diet and there is a need for more inspirational brands focused on good taste, high nutritional values and craft.

Our goal was to bring back the joy of baking to a gluten-free living while strengthening the unique position of Jytte as an independent gluten-free artisanal mill from Norway.

Jytte is a Norwegian gluten-free mill established in 1985 with a range of 4 flours. The ambition was to create a platform that allowed to expand the portfolio and that would communicate the brands unique advantages like being an artisanal mill, the company heritage, the family and their know-how.

Throughout generations the family has kept their passion alive by developing recipes, sourcing ingredients and creating long-lasting relationships with the local community. Now they are starting to develop other gluten free products, so the new design needed to function also for other categories like breakfast flakes, grains etc.

Holmen Crisp

The destillery Holmen Brænderi AS (today Holmen Crisp) in Gjørvik was founded as a cooperative of farmers in 1854. The destillery operated with potato processing, mineral water and spirits. Through the potato processing, both flatbread of potatoes and peas became a separate segment.

The Rostad family has been a part of Holmen Brænderi from the beginning and over time they have developed a know-how in milling. In the 50s they bought Ringerikes Flatbread factory, famous for their specialty "Erterbrød", and Toten Flatbrødfabrikk. The recipe of the potato flatbread from that time is the same today.

In 1994, Holmen Crisp bought a plant for the production of gluten-free flour from Sweden. The Jyttemjøl plant was built by Jytte Norlander and her husband in 1985. The gluten-free milling business currently accounts for 60% of the turnover in the company. Holmen Crisp has since then expanded the Jyttemjøl series with 4 different flour mixtures.

Through a series of playful and truthful portraits of the people behind in the mill (family and employees from past and present) we are offering consumers a visual storytelling that communicates transparency and distinct personalities.

The illustrations are contemporary and clean, yet retro in a “line claire” style. The result is both sophisticated and approachable, charming and tasty while they visually connect the products to the world of food and baking. Inspired by the language of flour sacks we employed coloured stripes and numbering as additional differentiators to navigate the range.

The competition often uses more languages on the packaging which makes the readability difficult. By printing digitally we created a system where each market has its own language which allows us to have a generous font size. In addition we clarified the different types of baking, recipes, nutritional values and ingredients for each product. The packaging also tells the story of how each character on the bags has contributed to the mill.

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Håkon Rostad - the founder of Holmen Crisp

2020
Stavanger Ysteri
The cheese maker that made it to Maaemo
2020
Ambijus
The Lab is our terroir. A range of alcohol-free wine alternatives.
2019–
Rekedal Pølsefabrikk
Traditional, family driven sausage factory in Follebu
2019–
Nykr
Handmade and ecological skincare made by Cecilie F. Egeberg
2019–
Himkok
Oslo is the home of the world's most sustainable bar
2019–
CF18 Chocolatier
A Norwegian engineer-turned-chocolatier
2019
Gullmunn Spritfabrikk
The creation of Marthe Bøhn, pioneering in a male-dominated business
2018–
Holmen Crisp
Bringing back the joy of baking to a gluten-free living
2018–
"Du, jeg, og Erik"
A naked and vulnerable first novel by the photographer Morten Andenæs
2018
Tales of (33cl)
These are the tales of Vodka, Gin and Rum
2018
Pins
A selection of our projects made into pins
2018
Oslo Tre
Good and honest buildings sustainably produced in wood
2018
Sepoy & Co
Indian tonic, made in India, by Indians
2018
Tales of (70cl)
A captain, a barman, a mule and two lucky friends
2017
Gilde Juleaquavit
Celebrating 30 years and giving honour to a master distiller
2017
Snåsa Water
Creating a contemporary vessel for the most humble of all drinks
2017
Løiten Aquavit
It all started when small farm distilleries around Oslo got together
2017
Babylife
Ecological mother & baby products from Norway
2017
Hellstrøm Sommer
Medicinal plants are at their strongest if collected on Midsummer night
2016–
Backe i Grensen
The last standing family-owned department store in Oslo
2016
Malbrum Parfums
Norwegian parfumes by Kristian Hilberg and nose Delphine Thierry
2016
Balholm Handverkcider
Craft cider from deep inside the Sognefjord
2016
Balholm Epledram 6666
The story of the gardener and his 6666 apple trees
2016
Balholm Fruktvin
The Medieval Scandinavian wine was made of fruit
2015
Lysholm No 52
After 52 trials of the recipe, distiller Ivan Abrahamsen was satisfied
2015
Cantina Zaccagnini
In Norway, this is called the "Pinnevin" – the 'stick wine'
2015
Territoriet Winebar
An unpretentious wine bar with serious wines in the center of Oslo
2015
Hellstrøm Gløgg
A traditional Scandinavian winter beverage of warm wine with an infusion of spices
2014
Karin+Sondre=Sant
When you find the other half - a wedding invitation
2014
Fiin Gammel Portviin
In 1923 a deal with Portugal ensured port wine to Norwegians in exchange for cod
2014
Hellstrøm Juleaquavit
Recovering pagan agricultural symbols for the spirit of Christmas
2013
Pietro di Campo
A range of wines inspired by Italian gestures
2013
Ferdinando Principiano
One of the first natural wines in Norway
2013
Bamsrudlåven Gårdsis
Mysen is famous for Jan Garbarek – and now ice cream
2013
Bodega La Serrana
A rural organic wine from Bierzo
2012
Cuvée S
Shakespeare, Sonia Delaunay and concrete poetry in a bottle
2012
Animasjonsdepartementet
Oslo-based production studio doing animations, films and installations
2012
Alberto Fenocchio
Creating a sense of place through local decorated ceramics
2012
Hellstrøm Aquavit
A Michelin starred Chef and his Aquavit - redefining a category language
2012
Villa Cafaggio
Pioneering the use of premium Italian papers to elevate wines in BIB