Designkontoret Silver
It just looks that way. The way we see it, what we do is create commitment. From consumers. From clients. From colleagues. And the means to do this are strategy and design: through positioning and design concepts we get our clients’ brands to the next level. And in order to reach out in today’s media landscape, our work is integrated. By this we mean that we create the conditions that are required for a brand to reach out equally well in the physical, digital and social dimensions. This means that our packaging design is built around concepts that create as strong a presence on shelves as in digital channels. And to us, corporate identities are as much a question of creating a concept for and designing the web site as creating the logo, the visual profile and how to ingrain these into the internal culture of the company. Through the years we have built up a deep knowledge about target groups for brands in food, health, beauty, banking and finance as well as the industrial sector. Behind every identity concept lies a strategic process based on market analysis and, perhaps even more importantly; consumer and client insight. Because we know that if we create commitment in the audience, both sales and loyalty follow.
And we actually dare to promise that our work produces results. In all our collaborations we set quantifiable goals as well as routines for following up, in order to ensure that what we do creates value in the end.
I would love to meet you and hear more about the challenges and opportunities your company faces. Just send me a mail or call for a first meeting. Ulf Berlin, CEO Silver
| Contact: | André Hindersson |
| Address: | Kungsgatan 55, 11122 Stockholm Sweden |
| Phone: | +46 (08) 56212000 |
| Email: | andre.hindersson@silver.se |
| Website: | www.silver.se |
Frödinge
Småland generosity
In the shadow of increasingly popular patisserie products, the frozen and chilled desserts category felt joyless, with a factory-made feel and an ageing target market.
We needed to lift the brand with a modern feel, encouraging a broader and younger target group to discover the products. –> We moved away from touched-up product pictures and worked to convey the genuine feel of being in a home in Frödinge in Småland, with sticky balloon whisks and spilled icing sugar around the cake. The Black Forest Gateau was highlighted as a gluten-free classic, an advantage that many young people are unaware of, and the classic cheesecake gained a picture on the packaging to make it accessible to a new generation, more clearly tied in with the rest of the range.
We needed to tie the range together and allow Frödinge’s true values to shine through – real, genuine craftsmanship!
The silhouette of the Frödinge Dairy became the design element that frames the packaging, symbolising the history and expertise behind the products. In bringing hands-on craftsmanship together with the light touch of a patisserie, with fabulous, honest pictures and a mouth-watering description of the product benefits, we sought to lift Frödinge and transform the category.
Creative people
Ulf Berlin, Brand strategist
André Hindersson, Creative director
Jacob Bergström, Brand director
Jonas Bergh, Senior designer
Malin Edvardsen, Planner
Sara Modigh, Designer
Carin Lindewall, Copy
Monica Holm, Production Designer
Christine Schönborg, product manager, packaging,
Therese Utterström, product manager, digital
ICA SIMPLE TR(EAT)
Description of the product:
A private label range of fresh ready meals based on high quality Scandinavian proteins.
Summary of the brief:
With this concept ICA sought to show that there is no need to compromise on flavour and quality just because the product is ready-made and easy to prepare. In Sweden ready meals are often considered to mean a frozen range, which is why ICA wanted to break new ground with a design that exudes authenticity and transparency to do justice to the ingredients.
Problem to solve, objectives, market:
Many consumers are still prejudiced against ready-meal solutions, associating them with laziness and a bad conscience. The basic challenge lies in getting the consumer to understand that ready meals can taste just as good and be of just as high a quality as food prepared from scratch. And that it can be the smart and effective thing to do. A simple treat!
Creative solution, result, date for launch:
The design as a whole needed to be seen as simple, clean and transparent. However, the logo should reflect the different choice and combination options that the range as a whole has to offer. The range was launched in autumn 2013 and has been well-received by buyers and consumers. Demand for more products has led to the range being expanded for autumn 2014.
Creative people
Concept Director: Jacob Bergström
Art Director: Malin Mortensen
Production Manager: Ida Stagles
Production Designer: Monica Holm
ICA TEA, RE-DESIGN
Description of the product:
Re-design of a private label range of loose tea and tea bags in nine different flavours.
Summary of 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.
Problem to solve, objectives, market:
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.
Creative solution, result, date for launch:
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. The new design was launched in September 2013.
Creative people
Concept Director: Jacob Bergström
Art Director: Malin Mortensen
Production Manager: Ida Stagles
Production Designer: Monica Holm
OBH NORDICA – RE-BRANDING
Short product description
OBH Nordica is the Scandinavian market leader in small household appliances and kitchen equipment. Product development is often conducted in collaboration with leading Scandinavian designers. The company was formed in 2002, when Nordica in Sweden (est. 1959) merged with Denmark’s OBH (est. 1985). Today there are national companies in Sweden, Denmark, Norway and Finland, along with a presence in China.
Please describe the marketing objectives or strategies that served as the basis for your solution:
The work began with a new brand platform, customer segmentation and customer insight, followed by a whole new identity. A large part of the process involved identifying, structuring and positioning both categories and products, before placing them in a number of different value-adding series using clear criteria. These were then dressed in different packaging concepts.
The essence of the brand is about broadening the concept of design and innovation. Design is something that should be accessible and shared by many people. Design should be cool, understandable and user-friendly, and design is a fantastic tool for reflecting and celebrating the diversity of OBH Nordica’s customer base. This was also the foundation for the visual identity.
The new logo draws inspiration from the home, the spatial environment in which OBH Nordica operates, but also from various seals associated with tradition, quality and inventiveness. The logo is to act as a guarantee, a clear and simple symbol conveying the pride that goes into the products.
The challenge with the packaging design lay in creating strong brand elements, without compromising the opportunity to promote the various value-adding features in the series. The packaging needs to be able to convey the fun of a round, pink popcorn machine just as well as the latest temperature technology in a coffee machine.
Creative people
Jonas Berg – senior designer
Sofia Frank Öberg – senior designer
Monica Holm – production designer
Jacob Bergström – brand & creative director
Niklas Dahl – insight director
Malin Edvardsen – planner
André Hindersson – client manager
Adam Ahlström – assistant designer
Christine Schönborg – production manager
Johannes Rosenborg – copywriter
Eva Jönsson – copywriter
