LEKSANDS BRÖD: THE FAMILY

Credits & Description:

Advertiser: LEKSANDS KNÄCKEBRÖD
Agency: IDENTITY WORKS
Category: Premium Brand
Design Director: Helena Stendahl-Hägg (Identity Works)
Brand Strategist: Ida-Karin Larsson (Identity Works)
Client Director: Jakob Lindberg (Identity Works)
Final Art: James Wright (Lowd)
Account Executive: Marlis Nylén (Identity Works)
Designer: Daniel Wallin (Identity Works)
Industrial Designer/Concept Developer: Lisa Minogue (Identity Works)
Analyst: Jeanette Finder (Identity Works)
Print Buyer: Lars Nordling (Frilance)

Implementation
…And it all started with a baking experiment. Sleeves rolled up and rolling pins at the ready we began by exploring flavour combinations, shapes and structures.Our thought: let’s celebrate each generation of the Leksands family with a specifically created flavour and appropriated family story.The result: three (for now) unique flavours inspired by Sweden’s nature and the Leksands family themselves.For the packaging: we saw all sides as a potential storytelling canvas. An overall brown paper finish provides a hint of category generic ‘handmade’ and ‘authentic’ credibility whilst a premium/modern twist is applied through UV-flexographic printing and strong colours.

Client Brief Or Objective
Thin crisp bread is one of Sweden’s most loved household staples. During recent years a new premium category has begun to emerge with a number of newly formed challenger brands taking the market lead.As the ‘traditional’ crisp bread market leader Leksands identified a need to establish themselves in this rapidly expanding category. Their overall aim: to lead it.The brief: create an entirely new Leksands product capable of positioning itself as both premium and modern.With flavour and format generation central to the brief it was clear this would be no ordinary rehash of an existing product. Concept, name generation, structural design and pack design were all core to the assignment.

Brief Explanation
A competitor analysis revealed that many of these ‘new bakeries’ were actively trying to look authentic by creating an illusion of heritage.As a genuine, family owned bakery spanning 6 generations of baking experience Leksands has no shortage of authentic heritage, stories or secrets.Our key objective: tell the Leksands story in a relevant and appealing way for the modern, urban consumer. On top of this we’d need to ensure shelf-impact without loosing credibility in a generically brown paper dominated sector.

Outcome
After just a few short weeks the product has fully listed at all major Swedish retailers. Production is currently running day and night to keep up with demand.