This modern rebrand for a Scandinavian bakery has seen the repositioning of the popular brand's line of hot dog and hamburger buns into a more wholesome experience. Designed by DDB Göteborg, the packages redesigned feature single hue depictions of hot dogs and hamburgers that speaks to the progression of artisanal-inspired branding that paints the product in a healthier light.
While the bun range from Pågen Bakery, Sweden's largest bakery, is positioned as a "fast food" line, the new packaging inspires a more wholesome image of consumption. Previously, the packaging featured high resolution images of hot dogs and hamburgers, however, it can be argued that the image reminded consumers more of ballpark eating rather than that of a family barbecue.
Scandinavian Bakery Rebrands
These Packaging Designs for Pågen Bakery Features Vivid Doodles
Trend Themes
1. Artisanal-inspired Branding - There is an opportunity for businesses to focus on branding that speaks to health and wellness, rather than simply the indulgence of fast food.
2. Minimalist Packaging - Businesses could explore packaging design that uses single hues and minimalistic imagery to convey a message of wholesomeness.
3. Repositioning of Products - Opportunities could lie in rebranding existing popular products, such as Pågen Bakery's hot dog and hamburger buns, to appeal to health-conscious consumers.
Industry Implications
1. Bakery Industry - Bakeries could explore a rebranding or repositioning of their products to appeal to health-conscious consumers through packaging design and marketing.
2. Food Packaging Industry - Package design companies could explore minimalist and health-focused designs for fast food products, targeting the growing trend towards healthy eating.
3. Marketing Industry - Marketing agencies could help businesses to shift their focus from indulgent fast food branding to a healthier, more wholesome image through targeted campaigns.