Concept development
Photo Art Direction
Packaging design

Quality and design should be affordable for everybody. The democratic design principles, low price, form, function, quality and sustainability applies to everything IKEA does. No matter if it is selling furniture – or food. 

Our choices of food affect our lives as well as our planet today and tomorrow. IKEA offers food from responsible and high quality sources that tastes great. And who does not love the world famous KÖTTBULLAR (meatballs), the crunchy KNÄCKEBRÖD (crisp bread) or the fruity GLÖGG (moulded wine). 

IKEA’s products are famous for sometimes being impossible to pronounce outside of Sweden. The main challenge was to create a clear packaging design that instantly conveys the products. Three different design strategies reflect IKEA’s design principles and help to understand the content: transparency, photography and iconic graphics/simple illustrations. The taste of Sweden in millions of homes around the world.