In this project, our task was to come up with an idea, graphic form and packaging solution for the new national dish of Sweden. We chose blueberry soup and this is the final result.

Dish

The choice of blueberry soup as our national dish was simple. It is a classic meal in Sweden and is often associated with healthy winter sports events such as the Swedish Vasalopp and the Olympics, where the Swedish team drinks the soup to remain energised. The blueberry is also one of the most common plants in Sweden, it can often be found in the woods but also grows on alpine heaths. Blueberries are very healthy and contains vitamins and antioxidants and can help prevent some diseases.

Brand

We have chosen Arla as our brand, which is an large dairy company in Scandinavia. It has the economic clout to introduce new and different products to the market.

Strategy and scenario

We believe that the packaging and product is suitable to our target group, since most people nowadays are on the move. In today’s society many people are stressed and have little time to prepare food, and the market for ready-meals is growing and becoming more and more popular. Many restaurants, coffee shops and cafés sell take away meals and we believe there is room for our product as well.

Packaging

Our packaging of choice is a Tetra Classic, which was invented in 1952 by the Swedish company Tetra Pak. We chose this particular packaging since we want to bring back its unique och lovely design. The Tetra Classic solution requires minimum material usage and brings both environmental and economical advantages.

Idea

Our packaging and advertisement is supposed to appeal to young people on the go. The carton containing the blueberry soup has an interesting shape, that stands out from other similar products. It has a fresh design, and together with our advertisement promotes the soup to our target group.

Advertisement

Our advertisement depicts a woman holding a carton of blueberry soup. We wanted a nice and simple feel, since we believe that this type of imagery will attract our target group. The colours are clean and bright, which also add to the fresh and modern feel of the advertisement.

Brochure

We compiled our material in a brochure.

Click here to download our brochure as a pdf.