Get swept up in the winter magic with IKEA Food’s winter holiday private brand collection. Swedish agency BAS partnered with IKEA to bring the playful and whimsical packaging to life.

Vintersaga’ means Winter fairy tale in Swedish and sets the ambiance for IKEA’s Winter holiday range 2017/2018. The cold Nordic Christmas and Winter landscape set the scene for the story. IKEA Food has developed the new packaging design together with BAS. The new products are launched in IKEA stores globally and add elements of inspiration and joyful discovery. All ranges are unique in design and are communicating a story about Swedish phenomenon’s and traditions.

Working with IKEA Food, BAS has produced private brand design for all of IKEA Foods assortment types inspiring communication and the history around Swedish Food Culture and Swedish phenomenon. The store assortment has also been distributed in an entirely new way that will challenge the traditional assortment methods making it easier for customers to find what they are looking for.

The idea is built with a playful attitude in mind and the revised design in combination with the storytelling will build curiosity around the new products. The theme has obvious connections to food with a whimsical underlying tone.

“The focus has not only been on the store and product design, in parallel IKEA Food have developed their product assortment with a strong focus towards health, environmental awareness, quality and value for money. More products are planned for launch over the coming years so be sure to keep an eye out for some delightful surprises when you visit IKEA Food.”



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.