Recent case studies from Huldunótur

Reykjavík - 27 March 2025:

Enjoy this round-up of recent work from Huldunótur.

Baking Culture into Growth Strategy

After a post-COVID growth spurt, the Brauð & Co. executive team streamlined operations, improving product consistency, strengthening finances, and enhancing the customer experience. With the business thriving, they set their sights on sustainable growth.

Huldunótur guided the leadership team through planning and discovery to codify cultural values, set growth objectives, and connect these actions to a communications plan. Over four months, we collaborated through group discussions, an executive offsite, and employee interviews. The result: clear 2025 objectives focused on bakery and logistical efficiencies, an employee handbook to uphold cultural values, and a communications plan to reinforce commitments.

The most public outcome is the handbook, a culture manifesto nicknamed No Rules, inspired by punk zines. Handmade collages illustrate Brauð’s values, reflecting its artisanal craft and nonconformist roots. Mobile-friendly and easy to understand, it fosters employee engagement while honoring Brauð’s fair-minded, collaborative work culture.


Brauð & Co’s culture handbook, by Huldunótur

Glow-ing Forward: Design Strategy for Skincare

Recognizing international growth opportunities, an Iceland-based skincare brand enlisted Huldunótur to lead a multi-day strategic workshop focused on market data, field insights, and customer feedback to identify and prioritize expansion strategies, including regional marketing and branding. Aware of the risks and rewards of scaling, the brand spent a month preparing for the sessions, reviewing past market research, customer insights, and manufacturing capabilities. Decisions and commitments from the sessions shaped the milestones and budgets of a three-year strategic plan.

Powering Up Customer Insights in Gaming

Knowing your customer is essential to improving your products. An Iceland-based game company hired Huldunótur to teach its teams design thinking research methods for gaining customer insights and defining new opportunites. Because business training is often dry and ineffective, the month-long workshop series focused on immediate application. Employees collaborated in teams and applied what they learned to business opportunities. This program has given the teams confidence to engage with their customers in fresh ways to shape their design and development pipeline.

  • hendrix@invisiblenotes.com