The Brand Identity

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Aurlands by Heydays

Aurland, a village in the Norwegian fjords, is the birthplace of the original Penny Loafer. The shoe has been transformed from a local handcrafted product into a modern fashion brand, with the help of a new brand identity by Norwegian design agency, Heydays.

They created a custom typeface called Aurlands Display, in collaboration with Ellmer Stefan, that combines Norwegian robustness with curvy flair. It is designed to be used at large sizes on simple backgrounds and imagery.

Brand strategy and naming: Maskinen
Lifestyle photography: Lasse Fløde
Studio photography: Mathias Fossum

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