When you have been a sales success for 111 years, it is easy to continue on the same track. Freia discovered that its speciality chocolate shop on Karl Johans Gate had become a boring kiosk, not a flagship.

There was a lot of history contained within those walls where Freia started its business, but this was not reflected in the shop.

Design that makes your mouth water

On Karl Johans Gate in Oslo, where half of Norway and a multitude of tourists pass by each year, Freia saw an opportunity to strengthen its position by creating an arena for chocolate in the form of a gift shop and history display. By using new designs of classic symbols, for example the stork’s footprints, Freia has managed to combine the popular with the exclusive.

The workmanship and strategy have been professionally implemented and result in a unified visual expression. Everything from the attractive chocolate boxes to the employees’ uniforms underlines the design concept. It is clear that Freia is the boss in the chocolate category.

Company: Kraft Foods

Project group company: Kraft Foods: Bjørn Kjetil Tønnessen, Project Owner - Marit Myklestad, Project Manager - Reyna Calderon - Trine Kjørven - Stine Borud - Cecilie Stene-Johansen

Design: Scandinavian Design Group

Project group design company: Scandinavian Design Group: Hanne Rognstad, Project Owner, Strategic Advisor- Hanne Thaulow Eidsgaard, Project Manager - Caroline Heibo, Senior Designer - Nina Sortland, Designer - Håvard Gjelseth, Photo - Veni Vidi, Interiørarkitekter AS: - Nicole Emblem - Cathrine Heyerdahl - Commando Group - Cecilie Ellefsen, Development of the town illustration

Award / year: Award for Design Excellence - 2011

Category: Visual communication