Varg Veum Aquavit — Branding a (F)Lawless Liquor
We developed the brand and design for Varg Veum Aquavit, created in close collaboration with Gunnar Staalesen — the celebrated author behind the best-selling Varg Veum novels, featuring the aquavit-loving private detective who has also appeared on the big screen.

The aquavit is aimed at the European market, where Varg Veum is already a familiar figure among lovers of Nordic crime literature. To honour the character’s fictional biography, the aquavit was launched on 15 October, Varg Veum’s birthday in the books.

Gunnar Staalesen — The Man Behind the Myth
Gunnar Staalesen is one of Norway’s most acclaimed crime writers.
His Varg Veum novels have been translated into 17 languages and have sold millions of copies worldwide. He is widely credited with introducing social realism to Norwegian crime fiction, creating a literary universe where the city of Bergen is as central as the detective himself. Staalesen’s work has inspired 12 feature films, turning Varg Veum into a Nordic noir icon with a devoted international following.

Designing an Aquavit in Varg Veum’s Spirit
Creating a table aquavit in the spirit of Varg Veum required a touch of detective work.
A slightly world-weary private investigator. A cult literary figure. A man with a bottle never far from reach. To capture this world, we designed a minimalist, raw and instantly recognisable bottle.

At the core is a clean, understated bottle featuring a custom typeface and the unmistakable wolf’s paw — Veum’s symbol. But it is the wrapping that reveals the deeper narrative: the aquavit is wrapped in rough brown paper, reminiscent of the bags used to hide a bottle on the street.
Perfectly imperfect, just like the detective himself.

Look closer and the details unfold:

·       an embossed map of Bergen, Veum’s city and hunting ground

·       handwritten investigation notes, as if jotted down mid-case

·       subtle textures and marks that hint at a life lived in shadows

“If you examine the paper more closely, you find the silhouette of a map of Bergen on the bottom and, here and there, small handwritten notes, clearly written by Varg Veum while working on a case. This gives the finished product a distinctive touch that will make it stand out on the shelves wherever it is sold — and makes it harder to put back.”

A Collaboration True to the Character
KIND worked independently with a clear creative vision, but Gunnar Staalesen has been a partner from the beginning — contributing insight, authenticity, and copywriting. The final result is very much a shared creation, blending design craft with literary heritage.

A Spirit That Carries a Story
Varg Veum Aquavit is more than a beverage.
It is a physical extension of a fictional universe, a design that invites fans and newcomers alike into the gritty, human, and unmistakably Norwegian world of Varg Veum. A bottle that contains not only aquavit, but a story.