Dinamo Design’s packaging for Freia Premium stands as a vibrant testament to the rich history of the Norwegian chocolate brand. By reintroducing the iconic marabou stork, originally featured in 1907, as a central figure, the design ties together the brand’s heritage and premium positioning. The brighter and more colorful touch not only makes the premium range easier to discover but also enhances taste differentiation. The strategic blend of playful aesthetics and a focus on taste revitalizes the packaging and reinforces the story of Freia, resonating with tradition and modernity.
The chocolate company Freia, with its long history since 1889, has a special place in norwegian hearts. The premium series is the best chocolate Freia has to offer in its product range. In order to increase taste differentiation, and modernize the series for a larger target group, a new design was needed. Part of the new design project was to explore if we could use the marabou-stork in a more important role as in earlier days of packaging design. The stork joined the brand in 1907 as an illustration on a cacao packaging. Since then it has always been with the brand as a additional icon, but over time has become less used overall in packaging.
The solution was to let the stork regain a central role associated with the premium segment, as well as increase taste and differentiation within the range with a brighter design to attract new target groups. The series is easier to discover and tastes “more”, with a colorful series touch while the story of Freia is reinforced by the stork having regained a prominent role in the design. The advantage of allowing the stork to regain such a role is that it has a pride of premium, while at the same time the design becomes stronger for its history. This combined with letting taste play a more dominant role in a brighter design for greater differentiation in the series. The design is more playful and easier to remember, as well as true to history and still a premium expression.