The package with Sausage of Falun has finally been finished, this is our result of the National dish project.

National Dish

We chose Browned sausage with mashed potatos because we think that the sausage is a typical Swedish product. In Swedish the sausage is called “Falukorv” and the mashed potatoes “potatismos”. The word “Falukorv” comes from the town Falun in the middle of Sweden and you can cook it in many different ways and even eat it raw! In English you’d call it “Sausage of Falun”.

Brand

Scan is a big supplier of this sausage and other products, like hot-dogs and meatballs. In our study of the company we found that Scan is: “A brand that is in constant change. It keeps presenting new products and they do everything to meet the modern man´s wishes and expectations on the food”.

Analysis

We went to a local grocery store to look at how the sausage is sold. We discovered that there are no frozen dishes with Falukorv, and therefore decided to create a package for one. Another discovery was that there are only square shaped packages in the frozen dish department, which we wanted to change.

We looked at where the dish should be placed in the stores, discussing wether it should be by the other sausages or by the frozen dishes, and decided the latter was the one to go with. Nowadays the grocery stores have the possibility to both have the dishes stand up or lie down, so we wanted our package to be able to do both.

Strategy and Scenario

We have three primary persons that represent our target group. Workers, students and parents. These three often has little time to make good food at home and want their food fast. The persons are between 20 and 30 years old of both genders. You can combine these persons in different ways, for example a student that works part-time and also has children is a combination of these three.

The frozen dish is going to be sold mostly at grocery stores. It could also be available at gas stations and other retailers of frozen dishes. To make it easier for the stores this package can both stand up and lie down.

Idea

The main idea of our Swedish national dish is that it’s easily accessible and tastes great. A mixture of real Sausage of Falun and mashed potatoes creates the traditional dish well-known throughout Sweden. When you buy the dish it will be frozen and presented in a package formed as a half circle, matching the shape and curve of the sausage.

The idea of the dish is to fill a void in Scan’s product range. At the moment the company has got only a few dishes ready to just heat and eat, but they are all different from our approach on this concept. The dish is supposed to be heated in a microwave or  a conventional oven. There are a few companies offering this sort of concept on the market, but none of them includes the Sausage of Falun.

Package

The shape of the sausage created the shape of the package.The package opens from the base and consists of three parts of paperboard. Instead of illustrations we decided to carve out the recognizable form of the sausage. To make it more special we then added gold in the cutouts.  We chose this red because it reminds you of warm food and heating. We chose a rounded font because we wanted it to go in line with the rest of the package.

Advertisment

In our ad we want to concentrate on the shape of the package and it’s distinctive golden markings. The ad doesn´t say what the dish is because we want to attract attention and make the shape recognisable in grocery stores. The copy-text “Sweden´s national treasure” refers to the deep history the Falukorv has in Sweden and that it´s our national dish.

Brochure

The brochure has the same shape as the package and advertisment. It summarizes the project of Sausage of Falun.

Download brochure as pdf.