Gille

 

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.

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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.
  • Gille by BVD

    Gille by BVD

  • Gille by BVD

    Gille by BVD

  • Gille by BVD

    Gille by BVD

  • Gille by BVD

    Gille by BVD

  • Gille by BVD

    Gille by BVD

  • Gille by BVD

    Gille by BVD

  • Gille by BVD

    Gille by BVD

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