Image New Wordmark and Monogram
Image Detail of the new watch collection using the AL logo
Image Typography Selection
Image Handcrafted from then to now
Image Website landing page
Image Website brand page
Image Business card
New Wordmark and Monogram
Detail of the new watch collection using the AL logo
Typography Selection
Handcrafted from then to now
Website landing page
Website brand page
Business card


Project name
Alf Lie Re-branding

One of Norway's very first watchmakers, Alf Lie has since enjoyed a long and respected history servicing fine watches. The family-owned company began working with Anorakk in 2010 to develop a new website, and we joined the effort in order to design the front-end of the site.

Over the years, Alf Lie developed several logos and identity variations, which ended up with an unfocused visual profile. Our solution was to re-brand the company by making changes to their wordmark, redrawing their symbol, and selecting a new typeface, reflecting the integrity and high-end quality synonymous with Alf Lie. The selection of the typeface was an especially involved process, as it had to be a type that looked great in standard size, but could have the potential to be read on some of the smallest watch pieces.

The resulting website and business collateral brought Alf Lie up to the moment in style and design, with a visual profile that could be used on various platforms to reflect their rich history and bright future.