Design creation based on Dogme rules
The visual identity was created using Dogme rules. This means that the elements listed below had to be included in every single product sold in stores: The three colours copper, black and white, a dot pattern and an effect (partial coating, embossing, cut-outs, etc.)
Korolev font is a simple and modern font family, which creates a harmonious and stylish look along with the other design elements. It functions both for large and small text units, which meant that one single font could be used for the whole design and finished artwork. It is very well-functioning and readable, both in lowercase and uppercase, and contains several different styles of lettering, which means the same font can ensure a hierarchy of information on the packaging.
The Dogme rules help to create unique products, which together form a whole – regardless of whether it’s turbot, a luxury Easter egg or hemp gin. At the same time, the combination of different elements helps to ensure the potential for differentiation in depth, as the elements can be combined in countless ways.
The products are spread across stores in their respective categories. This requires a design that while using only few means, can ensure recognition in an often varied arrangement of goods. At the same time, it demands a lot from the design, which must function in all of the very different categories of foods, e.g. fresh fish, frozen foods, dairy products, confectionery, groceries, seasonal goods (e.g. Christmas, Easter).
The Dogme rules allow the designer to take his or her starting point from the individual product and packaging possibilities. For example, if the product is white, the white colour on the packaging can be omitted if the product has window patching, since the colour in this case is represented by the actual product. So there are many possibilities when a product is to be included in the range.