“The brief was to make a package for Møllerens new (fictional) ecological muesli cereal series. The different flavours are Corn, Nut, and Blueberry/Black Crowberry.
The main target-group are strong, well-educated, urban women in the age 25-40, Who care about making an ecological choice for both their health and the planet’s. We named the product “Vilje”, it means WILL in Norwegian and is also a womans name.
We wanted to make something that was a clear alternative to the boring and simular competition. We focused on making a package that was easy to use and didn’t make a lot of mess for a quick breakfast. It is printed on 100% recycled paper. The design is inspired by the 1940’s propaganda posters directed towards woman and radiates energy, health and happiness.”