ICA Design & Branding DOG FOOD by King

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Industry Retail, Distribution & Rental companies
Media Design & Branding
Market Sweden
Agency King
Art Director Helena Redman Bielke
Copywriter Pontus Thorén
Account Supervisor Mattias Bohlin
Released January 2011

Credits & Description

Category: i. Own Label and Private Label brands
Advertiser: ICA
Product/Service: GROCERY STORE
Agency: KING
Copywriter: Pontus Thorén (King)
Art Director: Helena Bielke (King)
Art Director Assistant: Olof Rogbrant (King)
Art Director Assistant: Daniel Hallberg (King)
Account Supervisor: Mattias Bohlin (King)
Account Manager: Anna Sjöberg (King)
Photography: Lasse Kärkkäinen (Agent Molly)
Final Art: Ragnar Dybeck (Produktdesign)
Final Art: Judith Wernholm (Kool)
Advertiser's Supervisor: Teddy Falkenek (ICA)
Media placement: Dog Food Packaging - Grocery Store - Aug 2011

Describe the brief from the client
Redesigning ICA’s own range of dog food. The food should be perceived as a professional and credible alternative to dog food sold in the speciality retail. At the same time, the packaging should be modern and visually powerful in order to stand out on the store shelf in an appealing way.

Describe the challenges and key objectives
The design had to appeal to the brain as well as the heart of the dog owners and the same time draw attention to the shelf.

Describe how you arrived at the final design
We created a design that appeals to the brain as well as the heart, using exposed content and product benefits on the front of the packages with the help of symbols. And at the same time chose to show the dogs in a more humoristic way, sitting hungry at a dinner table, which also served as a way to draw attention to the shelf and amplify the ‘oh-so-cute’ factor.

Give some indication of how successful the outcome was in the market
There are no numbers yet that shows the outcome.