Gevalia Design & Branding GEVALIA by Landor New York

GEVALIA

Pin to Collection
Add a note
Industry Coffee, Tea, Breakfast Drinks
Media Design & Branding
Market United States
Agency Landor New York
Executive Creative Director Dave Clemens
Creative Director Dale Doyle, Kevin Breen
Released January 2012

Credits & Description

Category: ii. Core FMCG
Advertiser: KRAFT FOODS
Product/Service: GEVALIA
Agency: LANDOR ASSOCIATES
Director Of Design/Innovation: Peter Borowski (Kraft Foods)
Senior Design Manager: Sharon Gunzburg (Kraft Foods)
Creative Director: Dale Doyle (Landor)
Associate Design Director: Daniel Seol (Landor)
Associate Client Director: Dave Ball (Landor)
Client Manager: Andrew Whitelaw (Landor)
Senior Director/Design Realisation: Anne Reid (Landor)
Senior Technical Designer: Ed Sarge (Landor)
: Suzy Hendriksen (Freelance)
Creative Director: Kevin Breen (True Action)
Executive Creative Director: Dave Clemens (Taxi)
Media placement: Packaging - In Stores - January 1, 2012

Describe the brief from the client
Our agency was given just over a month to reposition and redesign the Gevalia brand for its first ever launch into North American retail markets.

Describe the challenges and key objectives
After a deep dive into Swedish design and coffee culture, we knew Gevalia needed to be simple and authentic, with a little quirk and whole lot of 'fika'.

Describe how you arrived at the final design
We leveraged the Gevalia 150 years of experience and Swedish heritage to create a clear point of differentiation in the crowded, premium coffee category. We developed a fresh perspective on iconic Gevalia assets, tone of voice and design language that would not only disrupt the category, but also engage the premium coffee consumer. This work quickly became the springboard for the advertising agencies to bring additional richness to the brand’s Swedish heritage by asking America to set aside their typical cup of Joe for a warm ‘cup of Johan’, and ‘fika’ to their hearts content.

Give some indication of how successful the outcome was in the market
The launch of Gevalia had to be pushed forwards 6 months because there was such a high demand from retailers and excitement around the launch.