Startling IKEA Private Brand.

In this second post on Private Brand design from Stockholm Design Lab we take a look at IKEA FOOD a branding solution created for the Swedish retailer IKEA when they chose to combine their food and catering operations under a single name. According to the SDL website: the packaging concept expresses the key values of IKEA: reliable, good quality and Swedish. The design is based on three approaches – photographic, graphic and transparent.

The design express an amazing level of restraint, that to American sensibilites may seem plain or stark yet somehow fits IKEA to a tee.

To see more images: Stockholm Design Lab