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A new tasty look for Estrella’s range of classic crisps!
All of the 15 existing flavours now get a brand new design, as well as new flavours to come!

The brief (and the challenge) was to create a design that is easily recognizable and that both strengthens the brand and sets Estrella apart from other products in the category – without losing customer recognition.

The idea is based on the white star-shaped bowl, which is photographed from above. It’s a shape so strongly associated with the brand, while also framing the crisps and ensuring they look great against all sorts of different coloured backgrounds. Each colour represents a flavour over which the exploding ingredients tickle the taste buds in a fun way.

With the new design, the number of inks per pack has been reduced and the back is designed to reduce the ink coverage – important parts in Estrella’s sustainability work.

The new concept is also being launched in Finland.

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Creative Retoucher: Cecile Hallberg, CH Graphiste
Photographer: Helen Pé

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Background
Waynes is a Swedish coffee chain that launched in
Stockholm in 1994, introducing American coffee-culture
to the Swedish public. The company has since expanded
massively and now has over 100 branches in Sweden
as well as in other countries all over the world, such as
China, Germany, England, Vietnam, Jordan etc.

Challenge
The rapid global growth of the company had called for
an urgent need to strengthen the brand as well as
communicating its Swedish roots. Apart from looking
dated and cluttered, the American look and feel both
in terms of visuals and interior, had become confusing,
making it difficult to depict the brands origin or what it
stands for today. It had lost its identity, becoming a bland
brand amongst many in its field without much differentiation.

Solution
Waynes being so strong on organic and fair-trade
products has been an important component in creating
the new identity. Instead of, as before, just talking about
it we wanted it to be experienced – through great
photography, a fresh bright colour palette, bold graphics
and hand-drawn humorous illustrations. Together with
Waynes’ Swedish heritage this makes up the core of the
new brand identity – all conveyed with a human touch
and a playful twist.

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In collaboration with Sara Böttiger (Studio Böttiger)

Interior concept: Cilla Pettersson (Studio Cilla AB), Peter Lundbergh (Studio Peter Lundbergh AB) / Copy: Lotta Ekberg (Lotta Ekberg Copy AB) / Illustrations: Alice Meteignier / Photography: Susanna Blåvarg

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Hammars Bryggeri is a small craft brewery in Sweden
creating award-winning and world-renowned tonics.

The design is based around the vinyl – a nod to the owners keen interest in music and the leisurely mood
in which the drink is consumed.

For the Limited Edition-range (co-labs with various
gin-makers around Sweden) the vinyl is coloured
(of course…).

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Illustration: Jens Magnusson

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Signage and graphics for new restaurant concept for Max developed by Wingårdhs Arkitekter.  

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Hammars Bryggeri is a small craft brewery in Sweden creating award-winning and world-renowned tonics.

The design is based around the vinyl – a nod to the owners keen interest in music and the leisurely mood
in which the drink is consumed.

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Illustration: Jens Magnusson
Photos: Andreas Lindeke

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Packaging design for Hemtex, Sweden’s leading high street chain for home textiles.

The project involved updating two of their existing lines, the ordinary and premium ranges. As well as working on the graphics, we removed the plastic packaging, replacing it with paper wrap-around labels. More tactile for the consumer, less reflections in-store, and above all, better for the planet!

Project collaborator: Studio Böttiger

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Merchandise for singer/songwriter Frida Hyvönen.

Photos: Elin Berge

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Packaging and promotional images to support the
release of a new range of chicken products to be
sold in supermarkets.

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Photography: Pelle Bergström
Styling: Elin Åström

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Concept and design for this newly launched product from Hammars Bryggeri. Birch sap is a completely natural drink that is harvested a few weeks each spring, just before the birches bud. Inspired by nature and the birch itself, the idea was to create something imaginative and fun, where colours play a key part in communicating the different flavours.

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Illustrations: EdholmUllenius

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Concept and design for a new product range from Estrella, one of Sweden’s oldest and best loved snacks brands.

As flavoured peanuts is a fairly new product category in Sweden, the idea is based around the split bowl, clearly showing both the nuts and the flavour. The background is also split into two vertical colour fields, further enhancing the flavours as well as being a strong graphic feature on the shelf. Together with lovely photography the aim has been to create an attractive and tasty packaging that is as instantly recognisable in the shop as it is pretty lying around in your home waiting to be consumed. Enjoy!

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Photography: Helen Pé

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Branding and labels for french wine-producer La Pierre.

The Bronac Family, owner of the La Pierre estate since 1783, work with a passion to share the authenticity and heritage of the terroir of the Forez plain, producing elegant and refined wines. 

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Re-design of Estrellas Sombreros. A fun, colourful and vibrant design was developed to echo this tasty Mexican-influenced cornsnack!

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Illustrations by Bene Rohlmann

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Logotype and identity for online
gaming company based in Stockholm
and Manchester.

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Updating Åhléns visual identity, including a new packaging concept for their own branded products. 

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Agency: Stockholm Design Lab

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Illustrations for children's packaging range.

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Agency: Stockholm Design Lab

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Concept and design for Estrellas Christmas packaging.
The ambition has been to create a design with great commercial impact and at the same time do something that is traditional, classic and beautiful. A packaging that is bold enough to stand out in the supermarket and at the same time looks really nice and seasonal at home.

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Photo: Helen Pé

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This is a true classic in Sweden! It’s been around for a long time and I remember it fondly from my own childhood in the 80’s.

I was assigned to modernise the packaging that had become very dated. As this product has a very loyal customer base the brief was to update, not to re-design completely. So the most recognisable features have been kept – the white base with black typography and details in red combined with crisp photography. A tastier look with a much better standout on the shellf!

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Photography: Helen Pé

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Label for this traditional Swedish Christmas drink from Hammars Bryggeri, a small craft soda brewery. This premium edition has been aged for four years in Swedish oak whiskey barrels!

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Photography: Andreas Lindeke

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Campaign Lyxshake 2014 + 2015.

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Photography: Pelle Bergström
Styling: Elin Åström

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Visual identity for Norrlandsoperan, based on a playful provocation that reflects Norrlandsoperans's personality and vision to be a platform for new, exciting expressions. 

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Agency: Stockholm Design Lab

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Concept development and packaging design
for IKEA Food. Also sales material, promotional
images etc.

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Agency: Stockholm Design Lab

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Food photography: Wolfgang Kleinschmidt
Food styling: Cilla Göthlinder

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Visual identity for Cubus.
Retail concept by Thomas Eriksson Arkitekter.

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Agency: Stockholm Design Lab

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In 2006 FöreningsSparbanken became Swedbank. A new colour scheme reflecting the brand values (whilst also setting them apart from their competitors), a custom-made font and a strong image concept made up the core of the visual identity.

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Agency: Essen

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Brand images: Nicho Södling

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Visual identity for Röstforum.

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Name development and branding.

Dockstr offers an online marketplace
for equipment and services for the
marine and energy industries.

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Packaging design for a new range of
matured premium cheeses by Kvibille.

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Agency: Identity Works

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Communication for Mall of Scandinavia-branch.

Photography: Pelle Bergström
Styling: Cattis Aronsson

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Re-designing to the company's logo to
better reflect the current product range.

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Agency: Stockholm Design Lab

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Packaging concept for Nordiska Galleriet's own collection, including eight products from designers Monica Förster, Matti Klenell and Axel Bjurström.

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Logo and merchandise for the band I Break Horses.