Freia has a long tradition of developing Norwegian chocolate and dessert products. Ready-to-eat desserts are an entirely new product group for Freia, and a natural direction for developing the category.

Dessert products that taste homemade are something it wants the product design to reflect.  

Design for new and old dessert generations

Ready-to-eat desserts have not been on the menu for Freia until now. Freia wanted to distinguish itself from the language of the dessert category, and chose a design that clearly plays on Freia’s long history.

There is harmony between the old, classic illustrations and the contemporary graphic elements. The interplay between the elements is innovative within the category and creates a strong unity that makes the desserts stand out on shelves.

Company: Kraft Foods Norway AS

Design: Tangram Design

Project group design company: Kjetil Flemmen - Bjørn Rybakken, Creative Manager TANGRAM - Line Støtvig, Manager and Adviser TANGRAM - Aud Christin Berg, Project Manager TANGRAM - Kiki Plesner, Designer TANGRAM - Mette Nerhagen, Production Manager TANGRAM


Award / year: Award for Design Excellence - 2011

Category: Packaging design