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Lejonet & Björnen

January 28, 2010 | 2 Comments

Lejonet & Björnen ice cream

Designed by Motherland | Country: Sweden

“Swedish brand Lejonet & Björnen has been producing premium ice cream since 1977. In 2009, Lejonet & Björnen’s new owners developed the brand further, among other things focusing more on being environmentally friendly and locally produced. In connection with this, the decision was made to recharge the brand to reflect this change.

The challenge with this rebranding was to keep as much as possible of the existing brand identity, and at the same time deliver a new, familiar but refined, brand experience. Tradition and heritage, paired with modernity and fresh thinking. The visual identity builds on and updates the heraldic theme of the brand’s old logotype, and combines this with modern colours and typography.”


Lejonet & Björnen ice cream

Lejonet & Björnen ice cream

Lejonet & Björnen ice cream

Comments

2 Responses to “Lejonet & Björnen”

  1. Maja Pelc
    January 29th, 2010 @ 2:39 am

    There is something about the ribbons that I don’t quite appreciate, maybe their fullnes, the way they are the most important part of the design, competing with the photos of the product? All in all though pretty smart design.

  2. Ylva Lindberg
    January 29th, 2010 @ 7:13 am

    I’d say the ribbons work quite well, but that’s a matter of taste, I think.

    I specifically wanted to show this because it’s both quite complex, and features product photography. It’s very easy to do super minimalist packaging and make it look good, but this is, I think, a good example of more complicated, multi-layered food packaging stuff that works.

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