Hennig-Olsen is one of Norway’s most beloved and popular brands.
Ever since 1924, they have been known as "the cream of ice cream" with a leading position in the market. To strengthen this position, we gave the brand a visual boost in 2016.
The History and evolution of the Hennig-Olsen Logo
One of the main challenges for Hennig-Olsen was the rapidly increasing price pressure from new brands and suppliers. Therefore, in order to meet the urging low-price competition, there was a clear desire to increase the quality perception of the brand, and retain the brand's strong heritage in their visual identity. We had to find the balance between the old and new, the mother brand and sub brands.
We started by simplifying the logo while preserving the original ice cream bowl. The new solution has a simplified form with a clear nod to it’s heritage, but with a renewed character. By bowing the arch on the bowl we transformed it into a smile that gave the logo more immediate positive associations and stronger connection to the concept of «Ice cream happiness».
We also removed all unnecessary items and technical effects from the identity to make it cleaner and easier to apply - also digitally. In combination with a new typeface, this created a holistic brand that appears more adaptable, modern and flexible. To highlight the brand legacy, we also added «etb. 1924» in the logo lockup.
In close cooperation with HOI, we implemented the design on all existing surfaces and levels - from packaging, web sites, freezers, posters, displays, buildings, vending machines, napkins, shops and clothes. Just to name a few. An entire rebranding that began in spring 2016 and was completed winter 2017.
The design investment has contributed to a positive development of Hennig-Olsen. It has made them stand out more clearly in the market with more flexible tools used to renew, rejuvenate and reinforce the brand.
During the first year, Hennig-Olsen Is had a growth of 9.6% in value or 68 MNOK meaning that they sold 8.6% more in volume or more than 1 million liters of ice cream!
Launch movie
