| Title | ICA TE |
| Brand | ICA SVERIGE |
| Product/Service | TEA |
| Category |
D02. DRINKS |
|
Entrant Company
|
DESIGNKONTORET SILVER Stockholm, SWEDEN
|
|
Advertising Agency
|
DESIGNKONTORET SILVER Stockholm, SWEDEN
|
Credits
| Jacob Bergström |
Designkontoret Silver |
Concept Director |
| Malin Mortensen |
Designkontoret Silver |
Art Director |
| Ida Stagles |
Designkontoret Silver |
Production Manager |
| Monica Holm |
Designkontoret Silver |
Production Designer |
Brief Explanation
ICA currently has quite low credibility in tea, and quite a low market share. In thoroughly overhauling the range (adding new flavours) and a re-design, ICA can better position itself in tea with a more emotional approach, focussing on happiness and situations. This counters brand A’s position on history and tradition.
The Brief
The existing design was seen as pale, dated and failing to stand out on the shelf. The aim was a more attractive design, appealing to the emotions, tailored to the target group, women around the age of 45.
How the final design was conceived
Framing the moment of tea and the flavours in an aesthetic that is close to the hearts of the target group. A comfortable, caring feel in a patchwork of fun colours.
Indication of how successful the outcome was in the market
Increased sales and positioning of ICA in the tea market.