Lovely Package

Curating the very best packaging design


March 20, 2010 | 3 Comments


Designed by envision:design | Country: Denmark

“Princip! is Denmark’s first premium private label. Princip! is based on high quality standards, both for the products themselves, but also for the production methods, to ensure a tasting experience out of the ordinary. The Princip! series consists of foods across all categories with over 100 products. This is a challenge to the design process, as traditions and packaging types vary extensively from category to category.

envision:design has been involved in the project from the beginning and has also taken part in the process of developing the concept, the quality level, the range and of course the marketing. The agency chose a simple, cool, Nordic design look, predominated by large silvergrey spaces and light images. Princip means principle – which refers to the high quality standards that are demanded of the suppliers.”




Warning: count(): Parameter must be an array or an object that implements Countable in /nfs/c02/h06/mnt/28959/domains/ on line 399

3 Responses to “Princip!”

  1. Mette Sivebæk Knudsen
    March 21st, 2010 @ 2:24 pm

    As a Dane and supermarket fetischist, I will have to disagree that this is Denmark’s first premium private label. And I do not find it living up to the standards that you otherwise promote on this blog. Instead, try have a look at Irma ( They have been producing premium quality products for many years. And they even sell it in beautiful packages.

  2. Lovely Package
    March 21st, 2010 @ 9:29 pm

    @Mette: the beautiful thing about design is that it’s subjective!

  3. Maja Pelc
    March 22nd, 2010 @ 3:28 am

    I think it’s pretty amazing. It looks premium, suggests great quality, yet stands out from the black or white based premium products. The little squares create a memerable pattern, easy to spread on the whole range of products, which I think is pretty clever.

Your Comment

Lovely Package

Curating the very best packaging design