The Assignment & Landscape
The assignment was to bring a foreign brand or product to the United States. While many Swedes grew up spreading Kalles Kaviar on their morning bread - or as a late-night snack after a long evening out on the town - the idea of introducing a creamed caviar to Americans was daunting. Not to mention, this creamed cod caviar comes in a tube...like, a toothpaste-esque tube.
We rebranded Kalles Kaviar to help it appeal to the American consumer. The original Swedish image on the tube was replaced with a more sophisticated pattern and logo type. A triangular box was created to house the tube and three decorative piping tips were added to showcase Kalles' American voice as a "DIY Appetizer".
Working with Design
The logo & package were both redesigned to make it more appealing to the American consumer.
While we didn't want to steer away from the unique tube design entirely, we felt it was important to house the tube within more approachable packaging.
A triangular package was created that could also hold the three piping tips that were included. These piping tips are included with each Kalles Kaviar flavor.
Making sure it "all made sense"...and constantly asking questions related to this beloved Swedish brand. What is the history of Kalles Kaviar, and what does it mean to the average Swedish citizen? What are the obstacles of bringing such a foreign concept (Um, creamed fish roe that comes out of a tube?) to a consumer in the United States? What and how does the Kalles Kaviar brand resonate in the United States?
Brand Management - Kate Stewart, Khuyen Le
Strategy - Christian Clay
Copywriter - Charlie Curnow
Art Direction - Anne Marie Wonder
UX/XD - Qin Yang
Radio Spot 1
Radio Spot 2
Radio Spot 3
Additionally, we developed radio spots, print ads, and a website. With this rebranding and new communication, we aimed to teach Americans that Kalles Kaviar can be their "hack into luxury".