Kalles Kaviar is one of the most famous brands in Sweden. An icon, and by far the leading Kaviar brand. Stronger competition and low-priced alternatives challenge Kalles Kaviar to keep developing in the category but also to strengthen their offer and beloved tradition. So, what could we do to modernize the expression and make the offering clearer?

Kalles Kaviar's signature blue colour had in many ways become degenerated and almost a category colour through the common use by the competitors. We went back to the core of Kalles Kaviar and developed a design that resumed the ownership of the blue colour, enhanced the Kalles symbol, and that made the boy look more authentic. All the different flavours are now blue with an added specific and well-known colour code in order to separate them from each other. In addition, we added a sandwich to the image to highlight the usage of the product. We also removed the word ‘kaviar’ on the packaging based on the fact that Kalles IS caviar.

By respectfully developing the existing design we managed to strengthen the visual expression, differentiate the flavours as well as creating a great impact on the shelf.