Brand platform

Portfolio strategy

Product brand identity

Packaging design

Communication concept

Guidelines & templates


The eagle has landed

One of Sweden’s most iconic food brands has got new wings, literally. The new Kungsörnen radiates warmth, quality and joy, and builds on the simple fact that when it comes to cooking good enough is perfectly fine.

Together with the Kungsörnen team we have developed a new brand platform, portfolio strategy followed by a full brand & pack redesign aimed to reclaim the iconic status of Kungsörnen, in both the shelf and in every home. The new product brand identity proudly frames the new Kungsörnen brand mark front and center and brings the friendly brand character to life through the warm color space. The new design system scales seamlessly across the whole range and beyond, onto digital and through to all brand and product communication. And together with our sister agency IW Edition we continuously explore inspiring communication concepts that saluts unpretentious cooking and family quality time.

All assets in the new visual toolbox are inspired by the golden eagle and the organic shapes of the cereals used in Kungsörnens products