The DOGA label 2019 awarded to Holmen Crisp
Holmen Crisp, which is behind the Jyttemjøl products, has been awarded the DOGA label. Awards were presented on Wednesday 22 January at DOGA Day 2020 in Oslo. «The DOGA brand for design and architecture highlights the best projects and shows how design and architecture contribute to innovation and value creation in Norway», says Minister for Business Torbjørn Røe Isaksen.
Tor Inge Hjemdal, managing director of Design and Architecture Norway (DOGA), points out that the DOGA mark is the largest and most important interdisciplinary prize awarded to design and architecture projects in Norway. He says that the criteria for getting the DOGA label are very strict, and praises the project from the grocery industry.
"On the store shelves, design is important to stand out and Holmen Crisp shows that they are not afraid to break with conventions to tempt customers to try their productsr", says Hjemdal.
The family-owned mill Holmen Crisp in Toten has been selling gluten-free Jyttemjøl since the 80s. Holmen Crisp wanted to stand out positively on the shop shelf and decided to create new packaging together with the designers at OlssønBarbieri. A new visual expression was created for the Jyttemjøl series that plays on the personal with people who have had a role in Holmen Crisp on the front of the packaging and who safeguard the local affiliation.
The jury believes that gluten-free flour has rarely looked so good: "It is great that Jytte takes such a clear position and cultivates a completely new expression in the category. It is both brave and insightful to use illustration as the supporting element - it gives all the right associations considering that Jytte is a small-scale business with a local connection to Toten,” the jury verdict reads.
«We at Jensen & Co, who distribute Jyttemjøl products in Norway, are proud to work with a partner who dares to challenge the conventional and clinical when it comes to packaging design. The Jyttemjøl series is made for you who want to live gluten-free and still be sure that the taste and nutritional content are taken care of," says Category Manager at Jensen & Co, Sofie Kjos Bergum.
Jyttemjøl products can be bought in selected grocery stores.
