Project Description:

An Expedition in All Things Craft: Amundsen Bryggeri og Spiseri

Step into the captivating narrative of Amundsen, an established brown pub in the heart of Oslo. Began in 2011, reflecting an evolution in the Norwegian craft-micro brewing landscape. I’m currently steering the ship as the General Manager.

Key Contributions:

• Strategic Brand Alignment & Concept Development
  In alignment with Akershusgruppen’s portfolio strategy, I led the refinement of Amundsen Bryggeri og Spiseri’s brand positioning. This ensured stronger cohesion with group standards while preserving its distinct identity. Central to this work was reinterpreting the brand narrative to more authentically reflect the legacy of Roald Amundsen, drawing on themes of exploration, craftsmanship, and discovery to create a clearer and more differentiated concept.
• Brand Identity & Visual System Refresh
  I directed a comprehensive update of both digital and physical brand assets. This included a modernization of the logo system and supporting visual elements. The refreshed identity balances heritage with a contemporary expression, improving consistency across touchpoints. This work extended from on-site applications to digital platforms, ensuring a unified and scalable brand system.
• Digital Transformation & Experience Optimization
  I spearheaded the redesign and development of the website, focusing on UX/UI optimization, mobile responsiveness, and SEO performance. The digital platform was repositioned as a key commercial and communication tool streamlining the customer journey. From discovery to reservation.
• Operational & Cultural Transformation
  Beyond design, I contributed to a broader evolution of the guest experience through targeted changes to the physical environment and organizational culture. This included redefining spatial storytelling within the venue to better reflect the Amundsen narrative, as well as supporting personnel alignment to ensure consistent brand delivery. The result was a more cohesive, experience-driven concept that integrates brand, service, and environment.