Thursday, April 12, 2012

New look: Findus Dagens


The frozen food maker Findus has gathered its ready-meals on the Swedish market under the sub-brand Findus Dagens (rougly meaning "Findus Today's"). Along with the new name, the packaging has been refreshed and the product itself has been refined with improved recipes.

The new brand and package design was created by Stockholm design agency Pond. Some examples of the new packaging can be seen below.

The "Dagens" logo.

The new logo uses a typeface called "Oakstream Script Bold", which is also used on other parts of the packaging. The roll-out of the new branding started in January.
"Realizing foods position as one of the pleasures in life, our re-design of the lunch box highlights, that although it is ready made, lunch is a moment that deserves to be enjoyed. Visual expression therefore focuses on showing tasty high quality food in an up-dated design. In addition, the name was changed to – Dagens – clearly reflecting the occasion. As a result of our joint efforts, the category is now picking up again." - Pond
Previous packaging:

Image and video hosting by TinyPic

Image and video hosting by TinyPic

New packaging:

Image and video hosting by TinyPic

Image and video hosting by TinyPic

Image and video hosting by TinyPic

Image and video hosting by TinyPic

Press release (archive)
Pond (archive)

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