An important update of an iconic brand, mandatory on Swedish breakfast tables since forever. How would we update it without ruining the power of tradition? The answer and ultimately the design strategy was; by respecting the brand heritage while embracing the change around us (in this case more aggressive competitors and continuously changing consumer drivers).
Kalles Kaviar is an icon, one of the most famous brands in Sweden and by far the leading kaviar brand. At the same time strong competition and low-priced alternatives challenged Kalles Kaviar. In order to keep the category leadership the brand needed to strengthen its offer and added value. So what could we do to modernize the expression?
When developing new products, Kalles Kaviar had stepped away from their signature blue color in the ambition to make the different flavours more visually distinctive. At the same time the blue colour was almost turned into a category colour through the common use by competitors. In order to fight this development, we had to re-establish Kalles Kaviar as the one true kaviar brand.
In order to do so, we brought the brand back to the core by developing a design that resumes ownership of the blue colour while enhancing the Kalles symbol and giving the illustrated boy a more authentic look. We also brought back the sandwich in the illustration, an old detail that had disappeared in previous design iterations.
All the flavours are now blue, with an added colour code in order to separate them from each other. And last but definitely not least; we removed the word kaviar form the packaging, based on the fact that Kalles is kaviar.
But the work is not done here. In order to keep this classic product a preferred one, we continuously update the design to keep it modern and relevant. One of the recent changes including adding the MSC logo in a way that was smartly integrated in the design, using a handwritten feeling to emphasize responsibility and caretaking.
By respectfully developing the existing design we managed to strengthen the visual expression, differentiate the flavours, as well as creating an even greater impact on the shelf.