Restaurant Villbass
Visual identity Packaging design Editorial design Naming
Villbass is a restaurant concept and visual identity located by the Oslofjord, inspired by the Arctic expeditions of Jens and Fritz Øien. The brand combines Norwegian maritime history, rare ingredients and a refined dining experience with a subtle sense of humor. The identity is built around three pillars: maritime, historical and exclusive. Every element, from language to material choices, ties back to stories of navigation, survival and stubborn curiosity. Villbass is positioned as a place where guests don’t just eat seafood, but take part in a narrative about Norwegian coastal culture and polar exploration.
Logo
The Villbass logo is a character-driven mark that merges Jens’ steady captain persona with Fritz’ inventive, adventurous nature. Their features are stylised into a single emblem that feels both personal and iconic. The form references traditional maritime portraiture while remaining minimal enough to work across applications, from signage to small-print details. The logo is supported by a simple wordmark and a flexible system of graphic elements drawn from maps, ship diagrams and archival documents, creating a cohesive identity that is rooted in story rather than trend.
Packaging Design
The packaging system extends the Villbass universe beyond the restaurant. Wrapping paper, takeaway boxes, bottle labels and stickers borrow visual cues from ship logs, telegrams and weather reports. The core color palette – lighthouse red, deep sea blue and off-white – keeps the packaging recognisable and restrained, while small details carry the brand’s dry sailor humor. Short lines referencing storms, currents and navigation appear on labels and seals, turning even simple items into touchpoints for the story. The result is packaging that feels premium and collectible, but still human and slightly rough around the edges, in line with the Villbass narrative.
Menu
The menu is designed as a tactile object that feels like a found document from an expedition. It uses paper reminiscent of old newspapers, referencing historical articles that once covered the Øien family’s journeys. Layout and typography balance a slightly rough, archival character with a clear, contemporary hierarchy that suits a high-end restaurant. Subtle maritime details and short pieces of copy introduce dishes as “chapters” in the Villbass story, connecting local ingredients to places, routes and events from Norwegian polar history. The menu becomes both a functional tool and a storytelling surface at the table.
