In ancient Icelandic folklore, there were four fierce, mystical creatures protecting the island against invaders. The guardian of the west was a colossal and furious bull, this bull was the inspiration for the name BOLI which is as an alternative word for Bull in Icelandic.
My aim was to design a brand that seemed to have been on the market for a long time and to find an appropriate name and identity through which the Icelandic consumers could express their personality and/or love for their Icelandic heritage. After tedious consideration and experiments involving over 50 Icelandic people it was clear that the name would work, the question was just how well BOLI would do and if everything else would fall into place as well.
Before I introduced the BOLI brand, the product was already on the market under a different name and design. Blind taste tests gave excellent results, but the old brand failed to reflect its superior taste and was altogether lacking in character.
Today Boli is in the lead, being among the best selling beer brands in Iceland and one of the strongest Icelandic brands.
