Trail

Acclaimed Danish chefs Nikolaj Kirk and Mikkel Maarbjerg ventured to create Trail, an organic freeze-dried food brand tailored for outdoor enthusiasts. Their challenge: develop a distinct visual identity and packaging design system for both breakfast and dinner meals. Crucially, the design needed to ensure quick selection under challenging weather conditions and feature critical text in four languages, no smaller than 7-point size.

Solution
The logo’s inspiration drew from the legibility of wayfinding signs constructed using a wood router, which was especially fitting if the route was named “Trail.”

In a departure from common outdoor depictions, we opted for contrasting typography, complemented by nature’s ultimate guiding light for all travellers: the Polaris starfield. To differentiate breakfast from dinner, we employed a vibrant yellow for a bright morning start and a deeper green for a more indulgent evening meal. This colour contrast ensures quick recognition, even in adverse conditions.