KIND's Osland Rebrand Wins Gold at 2026 European Design Awards
At the 2026 European Design Awards, KIND's rebranding project for Osland, a Norwegian trout producer, secured the Gold award in the Rebranding Projects category. The new identity incorporates circular shapes influenced by trout roe and DNA, utilizing shades of coral red and marine blue. The logo is a circular design that resembles a living organism, complemented by a secondary curve and dots mimicking floating roe. Since 1963, Osland has been breeding trout and sought an identity that reflects both science and scale. The lowercase grotesque wordmark, osland, features blind embossing for added texture. The editorial style includes concise phrases like Strong Genes. and From becomes Form. Packaging and cards display the embossed wordmark alongside roe-dot patterns, while the website highlights coral macro photography, narrating the journey from egg to fjord.
Key facts
- KIND's rebrand for Osland won Gold in Rebranding Projects at the 2026 European Design Awards.
- The identity is inspired by trout roe, DNA, and the fish itself, using coral reds and marine blues.
- The mark is a circle with an open arc crossed by a second curve, trailed by dots like roe drifting from an egg mass.
- Osland has bred trout since 1963 and keeps Norway's oldest pedigree trout broodstock.
- The wordmark is a lowercase grotesque, blind-embossed on cards to read as texture before type.
- Editorial voice includes short declarative lines like 'Strong Genes.' and 'Superior Guidance.'
- The central idea is wordplay: 'From becomes Form', turning inherited expertise into future value.
- Production includes cards in Osland Coral, Sand, Grey, Dark Blue and Breeze with embossed wordmark, folder covers with debossed roe-dot pattern, trout roe boxes with grid-stacked mark, and signage scaling the circle to architectural size on concrete.
Entities
Institutions
- KIND
- Osland
- European Design Awards
- Behance
Locations
- Norway