VILTi

An update for the new era.

2021 | Packaging, Branding, Typography

STYLING: Monica Eidem
PHOTOGRAPHY: STIAN BROCH
IN COLLABORATION WITH: ÁRVU

Joika, a people’s favorite in Norway since it first was sold 1960, was due for a modern update. I was fortunate enough to assist in this task, along with the very talented team at Árvu. The new packaging keeps many core elements alive, while simultaneously breathing new life into the design. Among the new dressings are a blue top (inspired by Sámi knife belts), a wraparound pattern with animals grazing, a new photo, and some new type treatments. The end result is a playful, yet clean carton that keeps the familiarity of the old, with a new twist.