RE-ENERGIZING A TRADITIONAL BRAND
Designing for the future of Lyckeby Group.
Lyckeby Group owns several companies in the food industry. They are the largest supplier of potato starch in Sweden. The economic association that is the foundation for Lyckeby Group was formed in 1927. The association’s owners are farmers in southern Sweden, and they also supply Lyckebys’ most important raw material – the starch potato.
The assignment
Lyckeby Group wanted to update their brand platform and brand identity. Their sub-brands, Lyckeby Starch and Culinar, also needed a brand identity refresh. The client also wanted a communication concept for Lyckeby Group that would encompass their whole business offer.
The solution
I created a brand identity for Lyckeby Group and the sub-brands Lyckeby and Culinar. These two sub-brands already had a previous brand identity but for Lyckeby Group the challenge was to create a whole new one. I wanted the brands to be cohesive and keep the connection between Lyckeby Group and Lyckeby, while giving Culinar its own look. The communication concept was based on looking beyond the product towards the consumer and how Lyckeby Group can make life better in many ways.
The result
The new brand identites and communication concept was a great success. Lyckeby Group is implementing it across the board and everyone is proud of their companies new looks.
This was a great project to work on and lovely to be able to help Lyckeby Group grow stronger.
My role in the project.
Idea & Concept
I worked closely with Copywriter Johan Bloch on this project, to create an interesting concept that would capture the essence of what Lyckeby Group stands for.
Art Direction & Design
Designing always begins with a great creative brief, a complete brand platform and lots of research to gain an understanding of the company I am working with. Then I attempt to express that understanding visually.
