Klassikere (Classics) is a series of bread from Bakehuset with long traditions in Norway. Surveys showed that consumers were struggling differentiating the types of bread from one another, due to too similar colours and packaging. Further the results showed that the consumers were having difficulties understanding the colour coding of the packaging according to percentage of wholegrain in each type of bread.
We repositioned the Klassikere series and developed new packaging for the different types of bread. The goal was to have a red design thread for the whole series, and at the same time give every type of bread a unique design so that the consumer easily would find their favourite. For the environmental impact we scrapped all plastic and used recycled brown paper for the bread packaging. The illustrations shows classic moods or situations connected to each bread name.