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Design and Architecture Norway

PROJECT NAME: Gudbrandsdalens Uldvarefabrik re-brand and positioning

NAME OF CLIENT: Gudbrandsdalen Uldvarefabrik


Disciplines: Visual communication, packaging design


Photo: Anti
Photo: Anti

Going for gold with wool

Although Gudbrandsdalen Uldvarefabrik is one of the world's leading textile suppliers, it had not worked actively on branding prior to this project. The mission was to develop a new brand platform and brand strategy, from which Gudbrandsdalen Uldvarefabrik could launch a new visual identity that would give the company and its employees the pride and confidence to say that the best textile manufacturer in the world is in Lillehammer.


Photo: Anti
Photo: Pål Laukli og Anti
Photo: Pål Laukli / Anti

Panel remarks

It’s not easy for a long-established company like Gudbrandsdalen Uldvarefabrik to revitalise itself with such a contemporary style. This is innovative in the category and deserves great credit. They have left no stone unturned, instilling a high level of quality at every stage – from print and typography to hierarchy and packaging. They should also be credited for not falling into a nostalgia trap but instead presenting a profile that is perceived as modern, interesting, and immediately international. This was important since one of the objectives of the project was to create an identity that would work equally well throughout the world, from our Scandinavian home market via world-leading architects to major players in the cruise ship industry. By any measure this is a successful updating of a traditional business and the result of good and insightful strategic work at the leading edge.

Project participants

Heidi Wilhelmsen – Anti Inc, strategy consultant
Håkon Stensholt – Anti Inc, senior designer
Hege Skraastad – Anti Inc, project manager
Kenneth Pedersen – Anti Inc, customer manager
Sigbjørn Hagaseth – Modulez, technical development
Jan Skrefsrud – Gudbrandsdalen Uldvarefabrik, administrative director
Renate Halsa – Gudbrandsdalen Uldvarefabrik
Gunvald Berget – Gudbrandsdalen Uldvarefabrik
Ragnhild Nordhagen – Gudbrandsdalen Uldvarefabrik
Odd Erik Marø – Karlsberg, production
Pål Laukli – Tinagent, photographic identity

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  • Thea-Mehl_ansatt-DOGA_foto_Sverre-Chr-Jarild.
    Thea Mehl
    Senior Advisor | | Awards and International profiling and Public system and service innovation