A new design and packaging strategy for IKEA Food.

The idea is built with a playful attitude in mind. The revised design in combination with the storytelling will build curiosity around the new products.

By using Swedish names and Scandinavian traditions there will be various stories in the different food ranges which also reflects in the design. Påtår is a typical Swedish expression and means to have a second cup of coffee. Designed with simplicity and warmth.

The new products are launched in IKEA Food stores globally and will surely add to the elements of joyful inspiration and discovery.

Designed By: BAS ID

Client: IKEA Food Services AB

Creative Director: Marie Wollbeck

Senior Account Director: Annika Rabe

Account Director: Petra Blanking

Senior Art Director: Martin Gylje

Senior Art Director: Stefan Sundström

Art Director: Erik Dolk

Graphic Designer: Linn Svensson

Illustration: Erik Dolk

Illustration: Henrik Naessén

Junior Art Director: Gustav Karlsson Thors

Location: Stockholm, Sweden