Cheese, but make it Jarlsberg.

In early 2025, we answered an RFP from Jarlsberg with one clear directive: cheese, but make it Jarlsberg. The concept pushed beyond category norms, blending the brand’s Norwegian heritage with a fresh, consumer-first identity. As art director, I led the pitch from strategy to design, crafting a bold visual system that honored Jarlsberg’s roots while positioning it for contemporary relevance. Through elevated typography, color-rich palettes, and thoughtful layout studies, we showed how the brand could stretch across premium and everyday moments alike. The work wasn’t selected, but it sparked internal excitement and sharpened our perspective on how food brands can honor legacy while still moving boldly forward.