Case Studies
Case Study

Icelandic Provisions


Icelandic Provisions is a top producer of authentic Skyr.

For the uninitiated, skyr is a cultured dairy product similar to yogurt that was once enjoyed by the Vikings. Icelandic Provisions’ recipe is rooted in tradition, using local cultures and milk from the oldest farmer-owned dairy co-op in the country.

Deliverables & Services
  • advertising
  • brand positioning
  • Brand strategy
  • collateral
  • competitive audit
  • copywriting
  • illustration
  • packaging
  • photography
  • voice & tone
  • website design
  • website development

Icelandic Provisions needed to elevate their brand to get noticed in the ~$9 billion yogurt category.

Brands like Icelandic Provisions come to Moxie Sozo because consumers don't understand, or know they need, a particular product, in this case skyr. Our job is to educate and entice consumers into making a purchase. We also specialize in helping brands stand out in crowded categories, and Icelandic Provisions needed to gain consumer attention in the highly-contested yogurt category.


Appeal to what people are familiar with, flavor and nutrition, to promote the purchase of an unfamiliar product.


“Meet people where they are; then take them where you want them to go.” That's our mantra when working with brands that are stretching established categories or creating new ones.

For Icelandic Provisions, we combined taste appeal and approachability with clever educational narratives about skyr. Our design inspiration came from Scandinavian artists like Josef Frank, Stig Lindberg, and Maija Louekari. We extended the brand’s look and feel to a website (which featured vast landscape images and drawings of characters depicting Icelandic culture), traditional advertising materials, and social media assets. Everything we created for the brand was playful, inviting, and aimed to garner mass market appeal for a niche product.


Record-breaking sales and velocity.


In one month, Icelandic Provisions’ turn rate jumped 40%.

The company is enjoying an increased sales velocity, and so are their retail buyers. Sales are so high that they are building out their production to keep up with demand. Not only did people discover the enjoyment of skyr, but they are also demonstrating tremendous loyalty to the brand that first introduced them to it.