ICA Basic

Background/Insights
The mission was to do a re-design of the identity for ICA’s low-price series, ICA Basic. With pride in all of their products, the goal was to give these products a strong genuine value and distinctiveness and at the same time turn the cheap impression to something positive.

Positioning/Strategy
The solution was to create a clearly cohesive packaging design that gets a great visibility in the shelf, that feels modern and signals good products at the lowest price and at the same time allow differentiation between products and flavors. The inspiration for the design came from the idea about removing the unnecessary, and highlight the essentials with a number of fundamental graphical elements, a tonality that creates a clear theme in the design, a simple imagery that clarifies the product and also a communicative logotype. In the same way that ICA Basic can offer valuable products without unnecessary things, the design does the same. It's simple, communicative and clear. Cut the crap, back to basics!