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VISUAL IDENTITY AND PACKAGING DESIGN FOR MORAKNIV

Carving a new path

New products, new markets, new opportunities. For Morakniv, a period of growth called for a new visual identity – one that honoured the past and pushed towards the future. 

Project
Morakniv Redesign
Client
Morakniv
Assignment
Visual Identity
Packaging Design
Packaging Implementation
Historic photo of Morakniv craftsmen outside the original workshop—Swedish legacy inspiring Neumeister’s new logo design.Historic photo of Morakniv craftsmen outside the original workshop—Swedish legacy inspiring Neumeister’s new logo design.

A cut above

Morakniv’s new logo is a graphic interpretation of the brand’s classic knife, featuring the handle’s iconic Falu red and the blade’s steel gray. The stylised “V” at the end of the name curves upward, echoing the shape of a knife blade. Like Morakniv knives, the typeface is strong, simple, and direct.

The power of pattern

Patterns are a powerful part of identity, creating a unique, ownable and instantly recognisable asset that can work across many elements of a brand to tie them together. Morakniv's pattern is inspired by handcrafted leather sheaths and traditional motifs from Dalarna.

Morakniv knife in premium box featuring Dalarna-inspired pattern, blending tradition with refined Swedish craftsmanship by Neumeister.Morakniv knife in premium box featuring Dalarna-inspired pattern, blending tradition with refined Swedish craftsmanship by Neumeister.
Morakniv knife with rich wooden handle on ice-covered fish, reflecting Nordic craftsmanship and bold identity for global markets.Morakniv knife with rich wooden handle on ice-covered fish, reflecting Nordic craftsmanship and bold identity for global markets.
Morakniv branded box on rustic wooden deck, evoking the natural surroundings of Mora, Dalarna — the brand’s authentic Swedish origin.Morakniv branded box on rustic wooden deck, evoking the natural surroundings of Mora, Dalarna — the brand’s authentic Swedish origin.
Neumeister-designed red Morakniv box on fishing net, showcasing authentic Swedish craft rooted in Mora, Dalarna.Neumeister-designed red Morakniv box on fishing net, showcasing authentic Swedish craft rooted in Mora, Dalarna.
Neumeister-branded logo on Morakniv chef’s knife displayed on ice-coated fish, showcasing Swedish precision and culinary heritage.Neumeister-branded logo on Morakniv chef’s knife displayed on ice-coated fish, showcasing Swedish precision and culinary heritage.

Sharp. Reliable. Built to last.

Since 1891, Morakniv has been a symbol of Swedish craftsmanship, combining the art of knifemaking with modern precision.

As a trusted Nordic knife brand, Morakniv has earned its place as the go-to choice for durability – trusted by outdoor enthusiasts and skilled craftsmen.

When the brand decided to expand its presence in markets like North America, the development of a new visual identity and new packaging design became a natural step.

Vintage photo of a Morakniv craftsman grinding a blade by hand—honouring over 130 years of Swedish knifemaking heritage.Vintage photo of a Morakniv craftsman grinding a blade by hand—honouring over 130 years of Swedish knifemaking heritage.
Historic photo of Morakniv craftsmen shaping blades, capturing the heritage of Swedish knifemaking since 1891.Historic photo of Morakniv craftsmen shaping blades, capturing the heritage of Swedish knifemaking since 1891.

Authentic photography style

Carefully curated photography pays tribute to the landscapes around Mora in Dalarna, where Morakniv knives are made. In advertisements and on packaging, coordinates for longitude and latitude are included – all to enhance authenticity.

Morakniv knife with rich wooden handle on ice-covered fish, reflecting Nordic craftsmanship and bold identity for global markets.Morakniv knife with rich wooden handle on ice-covered fish, reflecting Nordic craftsmanship and bold identity for global markets.
Close-up of a Morakniv sheath detail, showing Neumeister’s refined branding enhancing in-store shelf appeal and tactile identity.Close-up of a Morakniv sheath detail, showing Neumeister’s refined branding enhancing in-store shelf appeal and tactile identity.

Standing out in-store

With new packaging design, floor displays, signage, cataloguess, information brochures, posters, and countertop stands, the Morakniv brand boosted its in-store presence, making it more visible and accessible to customers.

Chef Mathias Dahlgren showcases a Morakniv Steak Knife Masur —crafted for performance, sharpened by tradition, and refined by Neumeister design.Chef Mathias Dahlgren showcases a Morakniv Steak Knife Masur —crafted for performance, sharpened by tradition, and refined by Neumeister design.
Morakniv Steak Knife Masur set for service, with packaging and identity designed by Neumeister to elevate the dining experience.Morakniv Steak Knife Masur set for service, with packaging and identity designed by Neumeister to elevate the dining experience.
Close-up of hand slicing apples on a wooden board – a crafted moment rooted in authenticity, detail and Neumeister’s creative clarity.Close-up of hand slicing apples on a wooden board – a crafted moment rooted in authenticity, detail and Neumeister’s creative clarity.