A small craft brewery has become quite popular in a small Danish town. However, when a customer ordered their beer at the pub, they said

something like  »give me one of those Jens’s lagers«. As the town grew in size and new people moved in, a new market emerged as well,

so the brewery’s founders Jens and his son Oscar decided it was time to scale to reach their new growing customer base,

it was time to establish a strong brand.

Their request was »something epic, something with a good story. The name should be strong and epic-sounding. We want to combine

the sense of heritage with something clean and modern to appeal to our new customers and keep the old ones«.

My first task was to give their beers a cool name, for which I referred to Norse mythology, history, local stories, my favorite videogames and

pretty much anything Norse or epic.

After a brainstorming session with Jens and Oscar, a load of viking jokes and a few pints, I came to know

them better and understood the essence of what they really wanted. That day the story of Frostar was born, one of freedom, wisdom and valor.

Frostar logo is jampacked with meaning. To create it, I dove into the vast ocean of Norse mythology and symbolism.

In the Story of Frostar, each one of them represents one of the values. The traveler represents freedom, the craftsman is

a man of wisdom and the warrior stands for valor. I picked three runes to represent these three values in their logo.

Three supporting shapes can also be found inside the mark. Also, if you look at two dots and a diamond shape

a face appears, which I call »the everpresent gaze of Odin«.

The typographical portion of the logo is also inspired by runic writings and stylized accordingly.

Now that the logo is done, it’s time to implement additional elements that will be used across the entire identity system:

Colors. Each type of beer has it’s own color, so it can be easily identified. Cyan Cornflower Blue for the Traveler,

Ocher yellow for the Craftsman and a Carnelian red for the Warrior.

Patterns. Each beer is also supported by a pattern suggesting the underlying meaning. The ocean waves suggest freedom

of the Traveler, sound ripples assigned to the Craftsman suggest a hit of a hammer on hot steel, and the lightning suggests the

fury of thunder which is a common attribute of a Norse Warrior.

Typography. To be used in beer names and headings I assigned a strong, almost decorative typeface called Jaapokki.

For subheadings and body copy I chose a timeless sans serif classic Gill Sans.

Texture. To further strenghten the “epic” feel, I created a stone texture, that is to be applied across packaging and promo.

All the elements are now in place, let’s see how they work together.