IKEA’s private food label offers Swedish quality products for reasonable prices and is sold everywhere in the world. The challenge for the design of this tin of herrings was to present the food, despite its Swedish product name, in a self-explanatory and appetising way. The use of IKEA’s house font Verdana in a set style and size creates a high level of recognition. The purist graphics convey the content in a humorous way, and form a visual entity with the opening tab, creating a piece of packaging that is easily understood by consumers all
over the world.
IKEA FOOD SERVICES AB, Helsingborg
Stockholm Design Lab, Stockholm
Björn Kusoffsky, Nina Granath