Boltamaðurinn

Boltamaðurinn is a newly launched sports retail store in Iceland that sets out to challenge established players in the market. Specializing in ball sports with focus on football, the store is designed to be more than just a place to buy equipment — it’s a welcoming experience. Kids come with their parents to see the latest football boots or team jerseys, while adults can enjoy a friendly, community-driven space that feels approachable and personal. Boltamaðurinn is built on warmth, passion, and a love for sport.

The brand needed a visual identity that would instantly capture this “friendly neighborhood” feeling while standing out in a competitive retail environment and the mascot logo is at the heart of this identity. This design choice wasn’t just about creating a character — it was about creating a figure customers could relate to. The mascot embodies approachability, positivity, and playfulness while staying rooted in the energy of ball sports. He’s not just a logo, but a personality that can welcome customers, appear across brand touchpoints, and grow with the store as it builds recognition.

The mascot for Boltamaðurinn isn’t just a new creation — it’s also a nod to the past. The inspiration came from a newspaper ad in 1983, when a store of the same name used a simple mascot figure with a ball as a torso. By reimagining that idea for today, the new logo connects the brand to its history while giving it a fresh, modern personality. This balance of nostalgia and innovation makes Boltamaðurinn instantly familiar, yet completely new for a new generation of sports fans.