IKEA recently won a 2017 Dieline Award for the packaging of its PÅTÅR coffee range. Awarded first place in the Non-Alcoholic Beverages category, the packaging features playfully stacked cups and expresses the brand's Swedish heritage in a warm and light-hearted way.
The winning design was developed by the IKEA Food communications team in conjunction with BAS. "The goal behind the product packaging was to create a playful and innovative combination of design and story telling that contributes to a curiosity around the products," explained Marie Wollbeck, creative director at BAS. "The packaging design shows a clear connection to food and its context, with a twinkle in the eye."
IKEA seeks to tell stories about Swedish food culture throughout its food range. For example, PÅTÅR means "second cup of coffee," while ALLEMANSRÄTTEN, the family of IKEA meatball offerings, means "everyone's right to access the Swedish nature."