ICA herring
This is a collaboration between the design department at ICA and our university Brobygrafiska.
Herring has a long swedish history with a strong connection to festive food. Due to the strong link to swedish traditions, we have a hard time imagining it as a quick dinner on a regular Thursday. ICA wanted to adjust this manner of the target group and inform the group that herring is a wholesome fast food containing high levels of vitamins and good fats – everyday food to be enjoyed anytime lunch or dinner needs to be prepared quickly.
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Co-owners:
For ICAs cheaper product segment we communicate with codes that reminds of classic semi-finished products to create a feeling of affordable and simple food for the whole family. We work with colors that reflects the flavor of the product and an expression that suits the target group.
For ICAs segment of Selection products we naturally fell into a darker artwork that flirts with codes you can find in a charcuterie. The design presents the quality that the target group attracts to.
The family-design between the sections can be found in both font and format.
