| Title | ICA MÅLTIDSDRYCK |
| Brand | ICA SVERIGE |
| Product/Service | BEVERAGES |
| Category |
D02. DRINKS |
|
Entrant Company
|
DESIGNKONTORET SILVER Stockholm, SWEDEN
|
|
Advertising Agency
|
DESIGNKONTORET SILVER Stockholm, SWEDEN
|
Credits
| Johanna Karlsson |
Designkontoret Silver |
Senior Designer |
| Anne Dahlin |
Designkontoret Silver |
Designer |
| Jacob Bergström |
Designkontoret Silver |
Creative Director |
| Maja Wetterberg |
Designkontoret Silver |
Production Manager |
Brief Explanation
The main challenge was to create credibility for ICA to enter into the non-alcoholic beverage market as well as appealing to the somewhat picky target group of enthusiastic food lovers.
The Brief
The mission was to establish and implement an overall design for ICA's new beverage range. The main objective was to drive sales by offering a complete solution of beverage and food combinations that inspires new tasty food experiences.
How the final design was conceived
In grocery stores today there is a very limited, near to non existing, offer of good non-alcoholic alternatives. The goal is for ICA´s new non alcoholic beverage range to become an equal first hand choice to an alcoholic option.
The design seeks to inspire to new exciting food solutions with suggestive info graphics and organic design. The range introduces new delicious and dynamic food combinations with the aim to strengthen ICA's presence and expertise in the overall meal experience.
Indication of how successful the outcome was in the market
Created a lot of buzz on the Swedish market, but sales have not yet been measured.