IKEA Design & Branding IKEA SKARPSILL by Stockholm Design Lab

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Industry Department Stores & Shopping Malls, Restaurants, Pubs & Bars
Media Design & Branding
Market Sweden
Agency Stockholm Design Lab
Creative Director Björn Kusoffsky
Art Director Nina Granath
Released April 2011

Credits & Description

Category: i. Own Label and Private Label brands
Product/Service: TINNED HERRING
Creative Director: Björn Kusoffsky (Stockholm Design Lab)
Art Director: Nina Granath (Stockholm Design Lab)
Production Manager: Camilla Nilsson (Stockholm Design Lab)
Media placement: Tinnes herring - IKEA Food stores worldwide - 30 April 2011

Describe the brief from the client
IKEA is a worldwide Swedish home furnishing company with 267 stores attracting 590m visitors.
IKEAs private food label was introduced in 2006, focusing on Swedish recipes made with quality products at a low price. The products are sold at IKEA stores all over the world. The product range is aimed at attracting food lovers who are interested and curious about different food cultures, particularly Swedish ones.
The packaging should provoke interest in the product as well as present it in a clear, honest and appetising way. The product should express the key values: reliability, quality, Swedishness.

Describe the challenges and key objectives
To be immediate and creative within very strict boundaries:
– Swedish headings are used worldwide, putting high demands on the design to be self-explanatory and inspirational at the same time.
– only IKEA’s house font Verdana can be used, in set style and sizes.

Describe how you arrived at the final design
Making use of the classic tin's characteristic features in order to create a direct and humorous piece of packaging that is easily understood by consumers all over the world. The product was first launched in April 2011.

Give some indication of how successful the outcome was in the market
The product has gained a lot of publicity with numerous articles on blogs worldwide, drawing attention to the IKEA food range as well as strengthening the IKEA brand.