| Title | PRESSBYRÅN |
| Brand | PRESSBYRÅN |
| Product/Service | ALL PRINTED MATERIAL AND PACKAGING |
| Category |
D01. Food |
|
Entrant Company
|
BOLD Stockholm, SWEDEN
|
|
Advertising Agency
|
BOLD Stockholm, SWEDEN
|
|
Production Company
|
ÅKESTAM HOLST Stockholm, SWEDEN
|
Credits
| Bold Stockholm |
Bold Scandinavia |
Bold Stockholm |
| Tim Colmant |
Freelancer |
Illustrator |
Brief Explanation
Pressbyrån is one of Swedens most well known brands. It is a nationwide convenience store chain with more than 300 stores and around 1.7 million visitors every week.
The Brief
Our brief was to create a packaging design concept for Pressbyrån that could create coherency and strengthen different categories. A survey showed that Pressbyrån needed to become more emotional and inspiring.
How the final design was conceived
We wanted to show Pressbyråns wide range of products in a interesting way, so together with Belgian illustrator and artist Tim Colmant we produced a large number of colourful and playful illustrations inspired by Pressbyråns products. We chose a hand-drawn illustration style that harmonised well with Pressbyrån’s typeface and visual identity and we arranged the producs in different suitable combinations, for example a coffee cup with a cinnamon roll and a soft drink with a stack of magazines. We worked with a unifying colour palette with Pressbyrån yellow as the primary colour. To achieve an even more playful and friendly feeling we integrated Pressbyrån’s tone-of-voice in the form of short, relevant messages across the entire range.
Indication of how successful the outcome was in the market
Since Pressbyråns produce their packaging material in such large quantities, we saw the project as an opportunity to put some colour on the streets of Sweden!