Gilde Superfamily

Gilde is Norway's leading meat brand, collectively owned by 16,300 local Norwegian farmers.

The product portfolio is extensive, ranging from fresh meat to various dinner products, spreads, and traditional Christmas foods. 

Gilde's products are available in all Norwegian grocery stores, making them a staple in most Norwegian households. The brand's visual identity is present across packaging design, websites, trucks, nationwide advertising campaigns, films, and more.


Gilde has historically had an unconscious approach to typography on its surfaces, leading to a progressively fragmented brand over the years. 

TRY Design and Kanon Foundry was tasked with creating a typeface that represents Gilde's Norwegian heritage, history, and craftsmanship traditions in a new, modern context. The superfamily consists of a variable display weight, serif and sans totalling 11 different cuts with full glyphsets. The Display weight features a variable width and a stylistic set with unicase letters especially made for typographic variety in packaging headlines.