A colourful bite
Packaging design for Toms EKSTRA, Toms Group
Aiming for a big bite of the increasing mass premium segment of the Danish chocolate market, Toms challenged us for the interesting task of creating a unique and powerful packaging design for the Toms EKSTRA launch – without it cannibalising on Toms’ own Anton Berg brand. The market was highly dominated by Marabou Premium, without any major competition for years. As part of the growing cooperation with Toms, we gladly accepted the challenge.
The basis of the Toms EKSTRA concept is high quality, the unique production method of tray fermentation, and exciting fresh flavors. During the creative process we came across some market findings, that almost all premium chocolate packaging where either white or chocolate brown. We believed this particular Toms EKSTRA concept needed something… well, extra.
Together with Toms we created a solution that would attract the people that have not yet taken to the trend of eating dark chocolate. The colorful packaging with strong emphasis on the flavours and the references to the Ghana cacao origin has proven to be right – both trade and consumers have approved to the concept and market shares have been captured.
As such the challenge was to find the right balance between the truly excellent story of the product quality and an accessible broad product appeal.We believe we found it. But you be the judge.
The basis of the Toms EKSTRA concept is high quality, the unique production method of tray fermentation, and exciting fresh flavors
In response to the fierce competition in the grocery sector in Denmark, Coop has launched a number of initiatives over the last couple of years. Focus has to a large extent been on convenience and high quality, and BrødCooperativet was one of these initiatives making good bread accessible to all.
Anthon Berg for Costco
Costco is the second largest retailer in the world. We work closely together with the Anthon Berg team in creating limited editions and special packaging designs for Costco’s warehouses.
Our task was to create a new brand identity that would ensure a strong brand recognition and an easy distinguishing between ranges, while embracing the brand DNA.
Irma packaging design
In 2018, the Danish high-end Supermarket Irma got a new strategy; “The Urban Irma”, and as a result we updated their visual identity to fully support the new positioning. In continuation hereof, we have created a new packaging design for Irma’s two own labels “Irma’s” and “Irma’s hverdag”.