The designed brand for Alrún amplified the sense of being of the Bindrunes jewels, which the company produces. The aim of the new logo is then to be decoded for their potential buyers as something more than an expression of a past culture, going thus beyond the idea of Alum’s jewellery as proper of Viking art but also as a creator of energetic talismans for current life.

The new visual identity articulates the letter A of Alrún with other readings, such as mountains, volcanoes and Iceland in itself, showing the island as a magic and unknown place.