Kungsörnen
Giving new wings to a classic built on everyday quality.
Strategy / Communication / Brand System / Packaging
- #5Most loved food brand in Sweden 2024.
One of Sweden’s most iconic food brands was given new wings, literally. The renewed Kungsörnen brand radiates warmth, quality, and joy, built on the simple belief that when it comes to cooking, good enough is perfectly fine.
The rebrand set out to reclaim Kungsörnen’s iconic status on shelf, at home, and in the hearts and minds of the Swedish people. Today, the brand stands as proof of that ambition: ranked number five among Sweden’s most loved brands, Kungsörnen has re-established its place as a trusted and cherished part of everyday cooking.
What we did
Brand strategy – We developed a new brand platform, positioning, and product portfolio strategy — clarifying Kungsörnen’s role in everyday Swedish cooking and defining a direction that could guide both product development and communication.
Communication concept – With the new brand position and design system in place, we brought Kungsörnen to life through a communication concept celebrating unpretentious cooking and meaningful family time. The campaign reinforced the brand’s warmth and approachability, connecting everyday meals with everyday joy.
Packaging design system – We led a complete rebrand of Kungsörnen’s broad packaging range, spanning pasta, flour, and baking products. The challenge was to create a system that felt flexible yet coherent. With several products deeply rooted in Swedish homes and hearts, the evolution had to be handled with care — modernising the expression while respecting familiarity.
Brand system – The renewed identity places the Kungsörnen brand mark confidently at the centre, supported by a warm and inviting colour space that brings the brand character to life. The design system scales seamlessly across the entire range and beyond.
