Delights of Sweden – designed by A-B-D
“Instead of making a coherent brand name for the different flavours A-B-D therefore made the flavour the most prominent part of the packaging. Brand recognition thereby is based not on the company name but by the bold numbers on the front of the packaging, which automatically puts the flavour at the core of the brand. This need to stand out is also evident in the colours that create a rainbow on the shelves.
The brand isn’t just about the numbers and the colours. We’ve also worked a lot with the tone of voice creating different characters with their own story related to each flavour. We want people to smile when they pick it up. Put a little heart in to it and make it about something else than just the numbers, says Fredriks Bengtsson.””