Klipp og Lim

When Atmel decided to redesign the packaging for their AVR tools, the first decision was to divide the product line in six different categories. Starter Kits, Programmer, Debugger,  Evaluation Kit, Reference Design and Special. 
  
AVR has its roots and is based in Trondheim Norway. Atmel Norway wanted to put an emphasis on the origins of the AVR tehnology and Norse mythology was chosen as a framework to express the new AVR identity. 
  
Central figures from Norse mythology was selected on the basis of qualities relevant for features that each product category represents. The selected Norse gods and elements were shaped in the form of robots relating them to technology. 
  
ODIN // STARTER KIT 
From the very beginning, or even before, there was Odin. Among the  robots he is the first and he is the last: the undisputed leader. With his one  eye nothing escapes his sight: he has brilliant intuition and the ability to see complex patterns. Along with his two helpers, Hugin and Munin, he knows everything about the human world. As a consequence, he is the one who takes the initiative and starts new projects. Odin is the inspiration  for all others. 
  
BIFROST // PROGRAMMER 
Named after the rainbow, Bifrost interconnects the two realms of humans and robots. Bits and bytes are merged with various human input, creating a spectrum of solutions. As the chief of communication, he guides the other robots and acts as a bridge for them.

THOR // DEBUGGER 
Thor was created by Odin, and is the most powerful robot of all.  A strong and mighty warrior, Thor steadfastly carries his magic hammer and always hits his target. Using his superior powers, he fights the things he despises the most: errors, malfunctions, and all things out of order! While removing bugs, he always lives up to his nickname: The God of Thunder.

GJALLARHORN // EVALUATION KIT 
Gjallarhorn was originally designated to be a Gatekeeper. His specific task was to sound an alarm when intruders entered. Equipped with three major horns, his warning signal could be heard in the darkest corners of the universe. This specific task called for Gjallarhorn to use his analytical skills, and he is often used as a well of knowledge and wisdom by the others. 
  
SKIBLADNER // REFERENCE DESIGN 
Skibladner was constructed to be the means of transport for the others.  He is able to travel in air, underwater, and through time and space. Built with such ingenuity that he can be folded like a cloth and carried by another robot, Skibladner’s contributions may often be based on standard solutions. Since there is no need to re-invent the wheel, his suggestions are often based on well proven standards. 
  
VALHALL // SPECIAL 
The fact that Valhall wasn't a member of the original robot crew doesn't matter to him. This stout fellow was built from the best parts of the other robots with versatility in mind. With his internal power plant and unparalleled ability to perform complex tasks, he is a real boost for the team.

Take a look at the whole series of robots or the film that introduces them all.

Type: Case study
Crew: Svein Erik Okstad
Date: August 2008