Friele News2
Friele Group

Friele – rebranding a national icon

'We wish to underline that we are exceptionally satisfied with our collaboration with Kind... We also wish to praise Kind for its good advice, its clear communication and, not least, the good humour they have brought to our collaboration.'

Herman Friele Chairman of the Board, Friele Group

When Herman Friele, the abdicated ‘king’ of the Norwegian coffee industry, was planning his new business empire - the Friele Group - Kind was given carte blanche to develop a communication strategy and brand vision. The result is a dynamic visual identity with historical roots. Inspired by the past but with a keen eye on the future, Friele Group, which dates back to 1799, aims to give the market a taste of excellence.

The Friele Group owns a number of properties through real estate company Friele Eiendom, as well as investments managed by Friele Capital. In addition, Friele acquired the company Brynildsen, changing its name to Friele Foods to focus on a new area.

Herman Friele, Chairman of the Board of the Friele Group, said: ‘We wish to underline that we are exceptionally satis ed with our collaboration with Kind. We chose Kind as our adviser and branding partner in a branding process where our activities were positioned under the umbrella of the Friele Group.

'The assignment we gave Kind was, and is, to give these activity areas a common graphic and stylistic profile, taking into account, that the three business areas will communicate actively with their suppliers, customers and partners. It was also part of the assignment to ensure that we have a common Friele ‘umbrella’ that we can identify with.

‘We are also very keen to ensure that our history, which dates all the way back to 1799, forms a positive foundation on which to build the future, a foundation that will instil in us a sense of responsibility and pride, and create opportunities for us. Kind has tackled the assignment in a highly professional and  methodical way, and delivered a clear, simple and distinct profile – with the aids and solutions we need to carry the baton together and succeed in future.

‘We also wish to praise Kind for its good advice, its clear communication and, not least, the good humour they have brought to our collaboration.’ 

More news

  • Mp 3040 Edit

    Kind collects a new gold medal for the world’s most awarded gin

    Over the past year, Bareksten Botanical Gin has become the world’s most award-winning spirit, both in terms of taste, design and branding. Kind’s award winning branding for this exquisite liquor recently received another global recognition; Gold for Best Established Brand at Harpers Design Awards.

  • Previeew2

    Kind is the new branding agency for Santander in Norway

    They have 133 million customers in over 20 countries. They have more than 200,000 employees worldwide. They are one of Europe's largest banks and one of the world's largest financial groups. Kind has entered into partnership with Santander in Norway, becoming the bank's new strategic branding partner.

  • Watch Preview2

    Kind designs flagship watches for Von Doren

    Kind has designed the Grandmaster Mark II pair of automatic watches for the Scandinavian producer Von Doren.

  • Preview

    Varsity, creator of the world's finest caps, chooses Kind

    Caps have been taken taken to a whole new level by a Norwegian company making global waves. These are caps without compromise. This is stylish headwear crafted for connoisseurs. This is Varsity.

  • Robinsson Preview

    Robinsson Cravents joins Kind

    Robinsson Cravents has already built quite a reputation as one of the world's foremost brand designers. He now joins Kind to further develop both himself and the agency. Alongside the rest of Kind's multi-award winning team, their mutual goal is to set new standards within the branding discipline.

  • Jan Willy

    Senior Strategist and Concept developer joins Kind

    We are strengthening our team, with multi-award winning concept developer and strategic brand advisor, Jan Willy Skjølberg. With more than 20 years of experience in the creative industry under his belt,  he is a veteran with a full metal jacket.

  • Furch Preview2

    Europe's leading quality-acoustic-guitar maker chooses Kind

    Furch is a European acoustic guitar maker with an incredible focus on quality and constant innovation. When this leading producer of premium-quality instruments wanted to revitalise its nearly 40-year-old brand, it turned to Kind.

  • Preview

    Top creative talent and experienced Key Account Manager joins Kind

    Kind has strengthened its creative and administrative team with the appointments of both top creative talent Kristine Flatland, and experienced Key Account Manager, Ann Kristin Michelsen.

  • Sb1 Preview

    Norway's largest export factoring company chooses Kind

    Kind and Sparebank 1 Factoring have signed an agreement for the full-service branding agency to develop the factoring company's brand. Sparebank 1 is the largest export factoring company in Norway, and one the country's top three factoring companies overall.