Redesigning ICA’s own range of dog food. The food should be perceived as a professional and credible alternative to dog food sold in the speciality retail. At the same time, the packaging should be modern and visually powerful in order to stand out on the store shelf in an appealing way.

We created a design that appeals to the brain as well as the heart, using exposed content and product benefits on the front of the packages with the help of symbols. And at the same time chose to show the dogs in a more humoristic way, sitting hungry at a dinner table, which also served as a way to draw attention to the shelf and amplify the ‘oh-so-cute’ factor.

Out of all the European countries, Sweden is the largest consumer of TexMex food. With ICA being Sweden’s largest grocery chain, it’s hardly a surprise that their TexMex products make up a considerable part of the average Swedish bag of groceries.