Taking Danish rye flour as a starting point, I developed a brand that could juxtapose murderous Vikings with the gentle act of baking.
Danish rye bread has not changed much since Viking times. These violent barbarians had a softer side which they expressed through milling rye flour and baking bread - when they weren’t burning down villages. They have passed on their processes through the generations and the flour continues to be made in the traditional Danish way, by cheerful modern Vikings.
The story is brought into the present day by including iconic modern cooking equipment and knowing contemporary references such as the Sarah Lund Faroese jumper patterns.