EN_BOLD_BRANDS

Situation

The product looks cheaper than it 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 Denmark’s oldest coffee brands. To create a more premium look while maintaining recognizability and retaining existing customers.

Analysis & Insights

The packaging lacks a clear information hierarchy, and some of the icons 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 visually noisy 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 redesigned packaging puts the historic brand symbol — the “coffee girl” — at the center. The brand’s heritage-rich identity has been reinterpreted in a contemporary way. The product name is clearly communicated, and the information structure has been reorganized.

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