Gevalia: Stretching a brand for new distribution. For a brand that has been around for well over a hundred years, a packaging refresh may seem like a daunting task. Gevalia needed to understand its ownable equities and Landor saw an opportunity to dig deep into the heritage of the brand to find visual territories that would bring the brand story to life.
Landor’s team of designers explored various brand stories and pack design options. For Gevalia, the high quality of coffee was not in question, and its Swedish heritage was the springboard for the big idea. And from that nugget of history, the entire identity and look, tone, and feel of the brand was crafted.
Even the brand colors of yellow and blue came from the Swedish flag. Designers used imagery to evoke modern and traditional elements of Sweden and the source countries of the coffee beans. For example, French folk traditions are saluted on the graphic for French roast; Colombian coffee comes in a bag depicting a clay house, reflective of Colombian residences. Never before on the pack had the brand taken advantage of its heritage and rich coffee culture.
Designed by Landor Associates