Now we have finally finished our project to create a packaging for Swedens new national dish, this is our result.

Dish

“Silltårta” is a spin-off based on of Sweden’s most timeless dishes. The dish contains pickled herring from Abba, which most likely is the best herring in the world. The herring lies on top of coarse rye bread together with sour cream and a few more ingredients which are layered like a cake. The herring cake is eaten cold.

Brand

We chose Abba Seafood which is a classic Swedish brand that produces all sorts of seafood. They have a environmentally friendly image and are know for their quality. Abba Seafood products have a nice graphic design and they market their products in all types of media, something we feel is an advantage.

Target Group

The assigned target group were people between the ages 20 and 30. We divided our target group into three subgroups which are students, workers and parents. The thing that these three subgroups have in common is that they have a lack of time.

Scenario

The lack of time brings our target group to a grocery store, gas station or convenient store where they buy fast food. So how will we make them choose ours?

Concept and Strategy

To market the product as a time-saver feels a bit obvious since all the fast food products saves time. Instead we are trying to offer them something different with our retro design and wall charts to make them aware of our product.

Packaging Design

Our packaging contains no glue or tape which makes it very environmental friendly. The packaging is made out of only one piece of paper, which makes it easier in production and also easier to recycle. The flaps on the inside makes the packaging stronger and therefore easier to ship. This also makes it easier for the consumer to carry the herring cake with them.

Graphic Design

Our packaging design is influenced by Swedish design from the 60’s, which is something we know that our target group likes. We used teak wood to make it feel more like a box and rounded corners on the text boxes to make it softer. On the inside of the packaging we decided to print a china plate pattern from a famous Swedish designer named Stig Lindberg. We wanted to create a wow-effect for the consumer when he/she opens the packaging.

Advertisement

The basic idea with the ad is to use the Swedish peoples most common peculiarities as excuses to eat herring cake. The text says; “Herring Cake, as Swedish as sitting alone on the bus”. “The new national dish of Sweden, in “sitting-alone”-packaging, by Abba Seafood”.

Brochure

Our brochure reflects the graphic design of our packaging. It contains all the info on our project and pictures of our final product.

Download brochure as pdf.