In an increasingly competitive category Swedish cookie-icon Gille needed a clearer identity and more attractive packaging. The pink identity color of Gille was identified as an under-used primary asset just waiting to be brought to life. It was given a primary position within the concept, truly unique and differentiating.
Since the 60’s, Gille’s cookies have been on many cookie-plates as a vital part of the Swedish fika-tradition. A cookie for every taste! But as the market conditions have changed, with increased competition and categories being re-shaped, Gille needed to develop it’s costume.
The updated identity and the new packaging concept accentuates the brand’s shift towards a more modern and attractive Gille. Gille’s pink identity color, previously used only in the logo, has been elevated to be the primary component of the concept. The assortment has been organized and coded through the introduction of a world of patterns inspired by those found in the Swedish kitchen. The checkered tablecloth, the diagonals of a kitchen towel. The result is a new Gille, in a clearer and more differentiating suit.