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ICA 

Mission

Rebranding of Swedish grocery retailer ICA’s vegetarian food line. The mission includes identity work, packaging design, construction, and logistic planning.

Problem:

Vegetarian food is often seen as a dull and tasteless substitute for meat.

Insight:
Instead of trying to convince the customer that the vegetarian option tastes the same as meat, we tell them the truth - it doesn’t.  It’s a new, different kind of food experience. But it’s delicious, easy and for everyone.

Idéa:

We wanted to reach the target group ‘‘flexitarians’’ through making veg food fun, easy and transparent.



︎Packshots︎





(2019)

School project, 
Brobygrafiska


Team project

My role:
packaging design & art direction