In ancient Icelandic folklore, there were four fierce, mystical creatures protecting the island against invaders. The guardian of the west was Boli, a colossal and furious bull.

My aim was to design a brand that seemed to have been on the market for a long time and to find an appropriate name and identity through which the consumer could express his or her personality.

Before I introduced the Boli brand, the product was already on the market under a different name and design. Blind taste tests gave excellent results, but the old brand failed to reflect its superior taste and was altogether lacking in character.

Today Boli is one of the strongest Icelandic beer brands.

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