Bringing Scandinavian Values to German Retail Shelves
To support DANÆG’s positioning in the German market, I developed a complete packaging design concept that highlights the brand’s heritage, quality, and commitment to sustainability. The key visuals and design language were created to stand out in the competitive LEH environment while aligning with consumer expectations for authenticity and transparency.
Concept & Visual Identity
The packaging combines a clean, Scandinavian-inspired aesthetic with strong emotional storytelling. Product lines were given distinct, evocative names such as “frei,” “große Freiheit,” “großes Glück,” “königlich,” and “glücklich” — each reflecting values deeply connected to consumer desires: freedom, happiness, and responsibility. The visual identity blends natural imagery, bold typography, and clear product communication to create a strong shelf impact.
Result
The design system positioned DANÆG as a premium yet approachable brand in German retail, providing a clear differentiation from competitors. It not only communicates product quality and animal welfare standards but also builds an emotional connection with buyers and end consumers, paving the way for listings in leading LEH markets such as REWE and EDEKA. graphicdesigner pdf illustrator artdirector…Bringing Scandinavian Values to German Retail Shelves
To support DANÆG’s positioning in the German market, I developed a complete packaging design concept that highlights the brand’s heritage, quality, and commitment to sustainability. The key visuals and design language were created to stand out in the competitive LEH environment while aligning with consumer expectations for authenticity and transparency.
Concept & Visual Identity
The packaging combines a clean, Scandinavian-inspired aesthetic with strong emotional storytelling. Product lines were given distinct, evocative names such as “frei,” “große Freiheit,” “großes Glück,” “königlich,” and “glücklich” — each reflecting values deeply connected to consumer desires: freedom, happiness, and responsibility. The visual identity blends natural imagery, bold typography, and clear product communication to create a strong shelf impact.
Result
The design system positioned DANÆG as a premium yet approachable brand in German retail, providing a clear differentiation from competitors. It not only communicates product quality and animal welfare standards but also builds an emotional connection with buyers and end consumers, paving the way for listings in leading LEH markets such as REWE and EDEKA. graphicdesigner pdf illustrator artdirectorWW…