Branding and graphic identity for Premiyum chocolate by Swedish BVD

21 November 2008 | By Popsop Team

Brand and packaging consultants BVD have helped Candyking with a new product and small scale test launch in 150 shops throughout Sweden for their new luxury range of sweets by weight called Premiyum. BVD were responsible for the brand identity and all packaging.

”Swedish consumers are possibly the world’s most discriminating buyers of sweets, and they are becoming even more knowledgeable,” says Gunilla Hagglund, Marketing Director at Candyking. With Premiyum we are developing our choice of pick and mix and can more-over reach those consumers who may not usually buy sweets in this way. Premiyum is Candyking’s largest venture in ten years and is encountering two strong growing trends; the premium trend and the chocolate trend

BVD has previously given a new profile to Karamellkungen/Candyking: an undertaking that has been awarded prizes in several design competitions and naturally provided BVD with important experience for their work with Premiyum. At the same time this con- cept makes new demands because the target group is different. That is why BVD has not just created a new name and graphic design, but, for example, has also ensured that the product pictures maintain an extra high finish.

Premiyum’s intention is to feel more adult than normal pick-and-mix sweets although it has been equally important not to be excessively exclusive. The Premiyum range comprises mainly premium chocolate, complemented with other exclusive natural sweets of real berries and selected nuts, as well as well-loved classics such as burnt almonds and marzipan eggs.

”Test launching in 10 shops show that the new concept is being seen and experienced just as well
as we had hoped. As Premiyum is now being launched more widely in 150 shops, it feels like a
wonderful confirmation. Moreover it feels great to put a little luxury into people’s daily lives,” says Rikard Ahlberg, Art Director at BVD.

Credits:

Project Directors Candyking Holding AB

Marketing Director: Gunilla Hagglund
Product Manager Lotta Klingemar

Project Team BVD

Creative Director: Catrin Vagnemark,
Graphic Designer: Rickard Ahlberg,
Project Manager: Gunilla Orander,
Graphic Designer: Bengt Anderung,
Copy: Public Speaking