Helheim Barbeque aims to be a vintage, Norse-inspired barbeque brand with a supermarket presence and an independent storefront. The brand iconography should strike a balance between appealing to younger and older audiences, but ultimately aims to appeal to a middle-aged audience: those typically interested in higher-end barbeque.
Helheim, or Hel, is the realm of the dead in Norse mythology. It’s unlike a Christian hell that is typically depicted as an infernal place; Helheim is cold and desolate. Therefore, the color scheme of the brand targets a combination of warm (life, food, etc.) colors and the cool tones associated with Helheim.
