Revival of a National Treasure

Brand strategy, identity and packaging design for Karolines Køkken (Karoline’s Kitchen)

Karolines Køkken (Karoline’s Kitchen) is an Arla brand with a remarkable history. The brand originally started out as an actual kitchen in 1962, when the Danish Dairy Board asked two Home Economics teachers to test a number of recipes for a new cookbook. These recipes became the first in the rapidly growing and immensely popular series of cookbooks, loose-leaf recipes, and products.

Project details

In the seventies and eighties, the free cookbooks from Karolines Køkken were distributed door to door across Denmark, and were warmly welcomed by the Danish women, who, by then, had entered further education institutions and the labour market but missed out on the traditional cooking skills. Karolines Køkken became synonymous with the Danish food culture.

While the love and memories of Karolines Køkken remained, the brand slowly vanished into a number of Arla endorsed products, until a decision was made to revive Karoline by rediscovering her Dna and, based on this, creating a new, visual identity.

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