Felix is a brand that produces many ready meals and they have an image of quality and nutrition so we think that it suits our national dish. We are consistent with Felix’s packaging style, there’s a picture of the food on the box but we are using a more Swedish design than on their other boxes. In addition we also chose to put a slogan on it, “From the heart of Sweden”.  We want the advertisement to feel Swedish and decided to use an image representative of a typical Swedish man in a village having his lunch break. This is to show that the food is nourishing enougth for a hard working man and then it’s probably good for most people. And since this is what people would eat in the heart of Sweden, then it really is traditionally Swedish food.

This is the first stage of our cardboard package. We wanted a plain, traditional box that is easy to stack.

Here is the sketched idea of the packaging. A picture of the food framed in a flower decoration that is an old, tradional art form in Dalarna, this art is called “kurbits” and feels very swedish and tradional. The flowers are supposed to twist its way up from one of the bottom corner of the package. And a text saying “From the heart of Sweden”.

For our advertisment we have a woodsman on his lunch break, we can see a Swedish flag and the forest in the background. The advertisment will also include the slogan “From the heart of Sweden”.