Vegan star

The brief was to position the existing Swedish Glace brand as a lifestyle brand and thus appeal to a new target group. The result: an authentic brand design – healthy, vegan and simply delicious!

The Swedish Glace packaging design before and after the relaunch by HAJOK

Listen

With Swedish Glace, Langnese has launched a vegan product in the Netherlands and Great Britain that is a sign of the times, picking up on a new nutrition concept and mainly focusing on a young, conscious target group.

Understand

The design had to communicate “dairy free” at first glance, but not position Swedish Glace as a purely niche brand. On the basis of market analysis, we developed and visualised various concepts.

Create

It quickly became clear that design elements such as hand-written fonts, individual illustrations and a reduced, overall look would best convey the product’s honesty. The laid-back presentation of the scoop of ice-cream visualises that vegan ice-cream is not only healthy but also yummy. Instead of a black, mainstream design, the brand now convinces consumers with a cheerful look and has become truly eye-catching with a bolder logo.

Facts & Figures

Design relaunch of a vegan ice-cream
Winner of the German Design Award 2018
Relaunch in the Netherlands & Great Britain
Design inspiration workshop
Competition & design analysis
Concept development
Design development
Photo shooting
Illustration
Final artwork

HANDMADE

Individual illustrations give the design a signature look and an organic impression. During the photo shooting there was a strong focus on appetite appeal. This has resulted in an exciting contrast between illustrations and food photography on pack – turning Swedish Glace into a real eye-catcher!

Colours of the Swedish Glace ice cream variants

Ice cream scoop for the Swedish Glace packaging design

Illustrations by HAJOK for the Swedish Glace packaging design

Packaging design for Swedish Glace by HAJOK

Swedish Glace designed by packaging agency HAJOK from Hamburg

Product branding for the vegan ice cream Swedish Glace by HAJOK

Food photography for the Swedish Glace packaging design

Style on a stick

Shortly after the relaunch of the scoop ice cream line-up, Swedish Glace launched ice-cream on a stick. “Refreshing Strawberry“ ice-cream made with soy, coated with dairy free chocolate – simply delicious!