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
Having been an Ikea shopper for over 30 years since they arrived on the scene in Montreal in 1977, their entire non-hard goods products (food) has always been definitively “private label.”
and because it is an imported product from Sweden, it was in my mind the first PLB to break the stereotype that “more for less” was impossible.