ICA Design & Branding ICA: GOOD LIFE by King

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Industry Retail, Distribution & Rental companies, Supermarkets, Grocery and Other foods
Media Design & Branding
Market Sweden
Agency King
Creative Director Jonas Yrlid, Anders Milbers
Art Director Helena Redman Bielke
Copywriter Hedvig Hagwall-Bruckner
Illustrator Klas Fahlén
Released June 2011


One Show 2011
One Show Design Package Design / Campaign Merit

Credits & Description

Type of Entry: Packaging Design
Category: i. Own Label and Private Label brands
Advertiser/Client: ICA
Entrant Company: KING Stockholm, SWEDEN
Design/Advertising Agency: KING Stockholm, SWEDEN
Creative Director: Jonas Yrlid (King)
Art Director: Helena Bielke (King)
Copywriter: Hedvig Hagwall Bruckner (King)
Illustrator: Klas Fahlén (Agent Bauer)
Account Director: Mattias Bohlin (KIng)
Account Manager: Catharina Erlandsson (King)
Assistant Art Director: Eddie Ågren (King)
Brand Manager: Sandra Wnnberg (ICA)
Design Manager: Henke Hjelm (ICA)
Creative Director: Anders Milbers (ICA)
Brief Explanation:
We began by doing a competitive analysis of the healthier choice in grocery stores across Sweden – and then did the opposite of what had been done before. Instead of being rational and anonymous we chose to be personal, and instead of being scientific we chose to be more explanatory.
Describe the brief from the client:
The brief was to create a packaging concept for Sweden´s largest grocery store, ICA, and its second largest private label series. The new innovative range for a healthier life style, ICA Good Life, containing over 70 products from eggs, soy milk and oats, all packaged in various materials from paper bags to vacuum packs. The task was to visualise “healthy living” in a way that would create interest for all customers, not just the health conscious ones.
Description of how you arrived at the final design:
We wanted the product line to be real, more personal and foremost a real tasty choice. Therefore we created a healthy, playful world with characters and situations all connecting to a “healthy and good active life” without being too rigourous, boring or “healthy = tasteless”. With copy written in a common and easy to understand tone of voice, we created something far from the complicated technical information usually seen on the healthier product lines.
Indication of how successful the outcome was in the market:
Commercial figures are confidential, but all communications - as well as business objectives - were exceeded.