THE TASK

Scandinavian DesignLab has started a great co-operation with the advertising agency, Robert/Boisen & Like-minded, and Anthon Berg. The very first result of this cooperation was the new packaging design for an old Danish Christmas stable – Ren Rå Marcipan.
Ever since Gustav Berg introduced marzipan in the beginning of the 1900's, marzipan has made up a significant part of Anthon Bergs products. Today marzipan is in fact considered to be the DNA of Anthon Berg. Even so, Anthon Berg decided to take the Ren Rå Marcipan out of the market in 2010, leaving the playground entirely to its main competitor, who took advantage of the opportunity and started to use the iconic Anthon Berg pink.

 

When reintroducing the product for the 2012 Christmas sales it was imperative for Anthon Berg to recapture the ownership of the pink colour in a new and contemporary design, and to convey the message of the superior quality of Ren Rå Marcipan. 

 

 

THE SOLUTION

The new packaging is strongly branded and takes ownership of the iconic, pink colour. The play on two shades of the pink colour makes the packaging very modern, while still retaining the great history of the brand and product.
 
The brand name is not centred, which contributes to the contemporary look, and having the brand name on a clean, calm surface makes it stand out. 

 

Furthermore, the format has also been changed to a format that’s not only unique in the category, but also has a larger surface, which makes it more prominent on the shelf.
 
The matte foil makes the packaging more exclusive looking, as opposed to the shiny packaging of competitors, and the added images of marzipan and almonds gives a tasteful touch of food-appeal.
 
The product hit the stores as early as November 2012, and the effect of the new packaging was immediate: Sales of the marzipan exceeded expectations as the original target was to achieve a market share of 10%, and the exit share turned out to be 13%, in a decreasing total market.