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The award-winning Kind

KIND awarded “The gold pencil”

Kind recently won gold in the prestigious creative competition Gullblyanten
(“The gold pencil”) for its innovative packaging concept for Flyt Seaweed.

Kind recently won gold in the prestigious creative competition Gullblyanten (“The gold pencil”) for its innovative packaging concept for Flyt Seaweed.

Gullblyanten is a prestigious competition for creative agencies in Norway, awarding the best creative works of the year.

Gullblyanten not only celebrates the best ideas in Norway from the previous year, quite often we celebrate the best global ideas for the coming year.

Branding seaweed from a world chef champion
World-renowned Norwegian Chef and former Bocuse d’Or Gold Medal winner, Ørjan Johannessen is one of the founders behind the seaweed initiative, Flyt. A luxury brand aimed at the hi-end international gourmet market. With its experienced staff and unique origin, Flyt represents food with depth. Kind has developed the name and complete branding for Flyt Seaweed.

“They have set a high standard for posterity”


The festival jury said this about Kind's award-winning work for Flyt Seaweed:

“In recent years, we have constantly been reading that seaweed is to be Norway's new billionaire industry and the ocean is the new vegetable garden. For most of us, however, it is still quite unclear what and how this raw material is to be used.

Flyt proffers a product that is both difficult and unknown for most consumers. The packaging manages to draw your attention, to entice, explain and surprise. The designers place the product in a distinctly premium universe. The design is carried out with a high degree of detail in both form and finish.

The distinctive and delicate stylising of seaweed has several functions. It provides important associations of the raw material, acts as a remote signal and identifier, and is also a smart add-on: acting as QR codes that provide important information about the products and their use.

Flyt is an impressive and accomplished production of something that few of us have considered as a commercial product, thereby setting a high standard for posterity.”

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