BVD

Assignment
IKEA. Packaging design for IKEA’s
Cookware and Tableware startboxes.
Worldwide, 1997.

Challenge
Sales of IKEA’s startboxes were falling. The content, design and communication needed updating. Our job
was to come up with a packaging design that would work in 28 countries and that quickly and clearly communicated the content, without using any text.

Solution
The startboxes gained a distinct graphic design with
a bold sign language. The boxes clearly communi-
cated that they contained products for the kitchen
and for the table. The pattern created associations
with a warm kitchen atmosphere, with nostalgic references to old kitchen motifs, wallpapers and oilcloths. The content became part of the graphic design on the outside of the packaging. The colours
red and blue were chosen to increase visibility.

Results
The combination of new content and a new packaging design helped sales of the startboxes to increase
by 100% in the first year. The boxes were placed to form advertising pillars in the stores, which generated interest and encouraged purchase.

Awards
Excellent Swedish Design 1998. Blog image