As designers, we love Nordic simplicity. But when Samsø Bær (‘Samsø Berries’) hired us to create a new visual identity, we turned to the complexity of craft and nature.

FEET IN THE SOIL, BERRIES IN THE HEART
Around twenty years ago, a group of Samsø farmers came together with a goal to produce as locally as possible. First, they created an award-winning jam, and then came an award-winning juice, a wide range of liquors, and rape seed oil.

All main ingredients come from the fields of Samsø, a Danish island with a slightly milder climate than the mainland – and a history of both environmental entrepreneurs and Viking raids.

CRAFT HISTORY
Our initial design research took us back 1000 years to the jewelry, coin motives, and carvings of that time. We also turned to the ceramics, silver works, and graphic prints of the early 1900th century – an era where nature had its own voice in design.

We decided to make a complex yet raw stamp-like logo for Samsø Bær. A modern logo rooted in history with many layers of meaning and imageries of growth.

THE LOGOTYPE
The company’s name contains two words: ‘Samsø’ (the location) and ‘Berries’ (the raw material). This proved to be a strength as well as a challenge.

A strength, because the name instantly describes the company and connects with the strong brand of the island.

A challenge, because the word ‘berries’ is superfluous when used on products also containing the word (“Samsø Berries Raspberry Juice”). And a few products don’t contain berries, which makes the name confusing (“Samsø Berries Walnut Liquor”).