Turner Duckworth has created a more memorable brand for Icelandic Provisions, building on the heritage the company name naturally presents. A Viking longship contains the brand name set in a bespoke face, Edda, which was inspired by traditional Icelandic letterforms.
TD design director Matt Lurcock explains that the ship is widely recognized as a symbol of strength and of journeys. “The word 'provisions' sits neatly in the hull, where provisions would be stored; the Os in provisions even gave us two shields to hang from the sides, Viking-style!”