Ask any Dane about a jam brand, and they’ll tell you about the 188-year-old Den Gamle Fabrik. Established in 1834, the popular jam brand is internationally known as the Danish Selection. After decades of serving customers around the world, the company finally decided it was time for a rebrand.
Den Gamle Fabrik approached Everland, a Denmark-based brand and design agency, to recreate the rich heritage and nostalgia of the historical brand.
‘“When a brand has been around for a long time, you have a lot of assets to build on. For the rebrand of Danish Selection, we revisited every single brand element. We kept some and tweaked others to make them all tell the same brand story of craft and heritage.”
Mikael Tonning, Design Director & Founding Partner at Everland.’
Everland created a new brand universe to make the customers fall in love with the old brand again. The rebranding highlights the rich craftsmanship and the heritage of the brand. “When you look at the jar and taste the jam, you experience the result of centuries of hard work, and the weight of traditions passed down from one generation to the next.”
“We are overjoyed that Everland managed to make us modern while still honoring our legacy. We are immensely proud of our history and feared what direction a new design might take us, but with Everland we have a timeless, classy, and delicate look.”
Nya Calmer, Brand Manager at Orkla Foods.