EN_BOLD_BRANDS

Situation

The product appears cheaper than it actually is and fails to attract new buyers. Market share is rapidly declining. The brand is losing relevance.

Objective

To redesign the packaging while revitalizing one of the oldest coffee brands in Denmark. To create a premium-segment product appearance while maintaining recognizability and retaining existing customers.

Analysis & Insights

The packaging lacks a clear information hierarchy, and the informational symbols used may be misleading. Visually, it is a dull, generic, and cluttered design, where the dominant retail chain logo emphasizes the private-label image and reduces perceived value.

Incorrect hierarchy of elements. The logo is not visible. The brand is unclear.

The product name and brand name are difficult to identify.

Informational symbols are used without context, failing to provide clarity and potentially misleading consumers.

A dull, generic, and noisy graphic background that adds no value.

The retail chain logo highlights the product as a private-label brand, reducing its perceived value in the eyes of consumers.

Results

The main focus is placed on the historic brand symbol — the “coffee girl.” The historical brand identity, rich in heritage, has been modernly reinterpreted. The product name is clearly communicated, and the information structure has been reorganized.

What's new?