With a global network of 267 stores, it's not surprising that the Swedish home furnishing giant doesn't take chances with any aspect of its branding. In fact, it regularly wins awards for its advertising and took home Advertiser of the Year at the 2011 Cannes Lions International Festival of Creativity. Beyond furniture, food has become an increasingly important part of the IKEA product lineup, with an emphasis on Swedish products.
Stockholm Design Lab was tasked with creating a design and packaging concept when IKEA recently combined its various food and catering units under its own brand, with the goal of what's dubbed the Swedish Food Market being to enhance the Swedish identity of IKEA, which is such an integral element of its brand. As the design firm puts it, "The range of products is aimed at attracting food lovers who are interested and curious about different food cultures and eating habits, particularly Swedish ones. The packaging should therefore provoke interest in the products as well as present the food in a clear, honest and appetizing way. The products should always express the key values: reliability, quality and Swedishness." Our favorite? The herring can with the strategically placed pull tab.