Úlfatími

Úlfatími is an Icelandic frozen-food brand for children and their parents. Its name means “wolf hour”: the hectic stretch when everyone comes home tired and hungry, and dinner still needs to be made. That familiar moment gave the brand its name—and its wolf, Ylfa.

I worked with illustrator Sanna Nordahl to develop Ylfa, exploring poses and expressions that made her fierce, impatient and endearing—like a hungry child.

Vivid colours, food illustrations and Ylfa make the packaging inviting and recognisable. The identity extends into print and retail, from colouring sheets to branded freezers and paw prints leading through the shop.