Deep in the highlands of Norway lies Setesdal, a region steeped in tradition and alive with a culture all its own. Known for its music, craftsmanship, dance, and boundless humour, Setesdal is a place where myths meet reality. Its residents speak Vallemål, a unique dialect that confuses even other Norwegians. It’s a land of legends—tales of underground creatures, brawls that forged friendships, and a drinking culture as spirited as the gin it inspired.

The Concept: In Good Spirit
Drawing from Setesdal’s essence, KIND developed the brand identity for Gama Gin. Named after the Vallemål word for “fun,” Gama celebrates the valley’s joyful, slightly chaotic spirit. The slogan “In Good Spirit” reflects a well-lived life and a gin expertly crafted. It embodies the community’s passion for life, where humour, craftsmanship, and tradition intertwine to create something truly unique. Gama is a sip of madness and a splash of joy, distilled straight from the highlands.

Illustrating the Untamed Spirit of Setesdal
The illustrations on Gama bottles each tell a story—a saga from Setesdal, a valley rich in unorthodox history and vibrant traditions. These designs aren’t just decorative; they capture this highland region’s wild, untamed essence, where humour and darkness often intertwine.

Inspired by the traditional wood carving techniques known in the valley, the illustrations have a unique duality. From afar, they present a subtle and refined botanical elegance. But up close, the details reveal partially bizarre depictions that tell the village’s most memorable tales—both dark and delightful.

From kings whose decrees fell on deaf ears to legends of a man with enormous hands or the chilling story of someone who lost half his face to a bear attack, every design holds a piece of Setesdal’s colorful history. The themes range from the macabre to the celebratory, showcasing folk dancing traditions, the mastery of silversmiths, and even whispered accounts of revenge and madness.

Setesdal’s past is as wild and unpredictable as the highlands themselves, and Gama’s illustrations bring that spirit to life. Each bottle invites you to dive into a world of humour, grit, and undeniable charm—a visual tribute to the valley’s storied soul.