Strengthening the brand increased awareness by 18% and sales by 56% .

Challenge – confused customers
In spite of its position as the number two supplier of ice cream in Norway, there was a low level of awareness of the Hennig-Olsen Is brand. Customers liked the brand and were positive about the company, but were not sure about what kind of ice cream they were buying. There was a low level of awareness about individual products and customers were greatly confused about whether there were eating Diplom-Is or Hennig-Olsen ice cream.

Solution – raised distributor profile
The product range was given a single, uniform identity, with a clearly visible Hennig-Olsen logo along with the product name. The design solutions were modified so that the link between the product and producer was obvious. The logo was adapted to reinforce the positive signals conveyed in the name. The slogan "Kremen av iskrem" (Crème de la crème of ice cream) was also made more prominent. Customers would no longer be unsure of the brand name and what kind of ice cream they were buying.

Result – the ice cream of choice
Hennig-Olsen has made huge strides in terms of brand awareness among Norwegian consumers. Unprompted awareness of this brand has risen by 18 percentage points. In what is a highly competitive market, its sales have grown by a full 56% in the last six years. Sales rose by 14% just one year after the new design was launched. The brand's position has been consolidated significantly and it has featured in the Top 20 brand list since 2006. Strategic design and brand building have yielded a maximum return thanks to a significant increase in sales and greater awareness. Consumers now know what ice cream they are eating.

Category: Design management – branding – sales and communication

Company: Hennig-Olsen

Design: Brand House

Award / year: Design Effect Award - 2009

Category: Recipients