Client: 1000 Ára Sveitaþorp
Brand Designer: Paul Vîrlan
Photoshooting: Adrian Iorga
Þykkvibær is the oldest village in Iceland, exact date of settlement is not known, but the town is first recorded in a church ledger book in the year 1270. Þykkvabær is known today for agriculture and mainly for growing potatoes. But a lesser known fact is the townsfolk use of horse-meat.
Eating horse-meat was for a long time a blasphemy in Iceland. But out of necessity and starvation the people of this little town broke a century old taboo. From this sacrilicious act came Skræður. A food delicacy with distinctive flavor profile. Confined to a small village for hundreds of years.
Skræður are for the first time being produced to reach awareness beyond the black beaches of Iceland. This semi-dried and quick fried snack has served not only as a nutrition during long winter nights but also as a snack for festivals and celebrations.
Eating horse-meat requires a certain attitude. It's a taboo for many nations, so the packaging, slogans and feel of the brand needed to be engaging. It had to be war-cry against every belief you ever had about food. Break the cycle, try it, eat horse and be a rebel, a rule breaker.
Who knows if you'll ever be stuck up on a glacier in a deep dark crack. Skræður might save you from starvation like that little town on the south coast of Iceland.