BVD

Assignment
Axfood. Naming, logo, packaging design,
Axfood’s own-brand range within non-food.
Sweden, Finland, Norway, 2003.

Challenge
Axfood wanted to communicate that their products are good value, high-quality and just as trustworthy as the brand leader, only cheaper. The problems which needed tackling concerned design strategy, naming, the design concept, what the products should signal, how they
would be packaged and which materials were most
cost effective and environmentally sound.

Solution
A clear strategy for the brand and the range, along
with the naming of two new brands: Fixa and Func, tailored to the Nordic market. The Fixa brand com-
prised kitchen utensils and cleaning implements.
Func comprised technical products. The result was two strong brands within one dynamic design system. The packaging design is attractive, clear and highly visible on the shelf.

Results
Anna-Karin Lingham, then head of design for own-
brand products at Axfood: “We wanted to bring our specialist goods under a single branding profile in
order to generate additional sales and give the store environment a positive boost. BVD was commis-
sioned to come up with a name and design for the products. The result was stylish and smart, and had
the effect of driving up sales. Our part-nership with
BVD has featured great commitment, creativity and
a high level of ambition.” Blog image