King Oscar


The business was keen to expand and attract new, younger consumers however recent
efforts had meant that the
brand identity had become fragmented and the positioning undefined.
This has resulted in an inconsistent identity across markets.


Therefore our task was to reposition and rebrand King Oscar across their global market. 
In 1902 King Oscar II of Norway and Sweden granted Christian Bjelland
Company special royal permission to use his name on a brand of Norwegian sardines.
This was because he loved them so much.


We set about a rebrand that bought that story to the forefront and
so that every aspect of the brand felt regal with the touch of Norweigan heritage. 


The rebrand culminated in the creation of different assets such as photography, a crafted signature,
comms guidelines and a global toolkit which agencies across the different markets can use to take forward
and implement communications within their own region.


To work on a global level, we knew the guidelines needed to instil uniformity.
Aimed at King Oscar’s global agency roster, clarity and detail were essential. 

sampling stand_and uniform.jpg

Client: King Oscar
Agency: Cheetham Bell JWT
Account Manager: Luke Dixon

My Role: Lead Designer & Art Director