Project: Branding 

Client: Guudbjorn AB

Design & Concept: Paul Virlan

Guudbjorn AB is a private company born in Sweden in 2018 with a global mindset which aim to create, develop and market branded consumer goods for China and the rest of Asia.

Guudbjorn AB also supports Asian retail chains by offering them a complete solution that allows them to import their own private label products made in Europe and North America.

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Freedom to roam

The freedom to roam is the principle, protected by the law, that gives all people the right to roam freely in nature. Sleep on mountaintops, by the lakes, in quiet forests or beautiful meadows.

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Logo Concept

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Guud might be just another word meaning “better than good”, or in Sweden it might be mistaken for “God”. Yes, they aim for the best.


Bjorn can be a person's first name or a bear. Together, those words become Guudbjorn, an entity ready to grow in a world where people, animals and goods are free to roam with respect for environment and nature.

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What does the 
guud bjorn eat?

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Sweden Sans "a typeface commissioned by the Swedish government. It’s designed to give a consistent voice to the country’s international promotions, from Sweden’s official compilation of pop music to a slick new national website."


Proud and Humble



Private Space + Open Playground



Private Space + Open Playground

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 ⊻  VRLN Studio - - Branding and Design - Romania

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