Aurland is a village in the deepest of the Norwegian fjords, Sognefjorden. More than a century ago, it was the birthplace of the original Penny Loafer.
The story of a village
Due to a wave of early 1900s tourists travelling to Norway and the fjords, the people of Aurland quickly took to shoemaking and repairs to serve their continental guests. Around 1920 the village had almost 20 independent shoe factories which made and exported leather shoes to the UK, Canada and the US. The factories pioneered shoemaking constructions that today are commonplace globally, like the Norwegian welt and the Norwegian split toe.
Today, Aurlands is the only remaining factory, and the new Penny Loafer shoe is the first product that will help Aurlands again put its stamp on the shoemaking industry.
A bespoke typeface
Brand strategy and naming by Maskinen. Type design by Ellmer Stefan. Lifestyle photography by Lasse Fløde, and studio shots by Mathias Fossum.
Bringing legacy forward
As people grow weary of intrusive ads and always-on notifications, there is a welcome space for brands that promote physical products with a rich history and hands-on approach, to use that actively in their brand strategy. To tell stories of a time when products were made by hand and had a real tactility to them. However, this too has become an area of brand communication which is filled with empty phrases, and often offers no tangible value to the customers except for nostalgia.