Sweden’s most beloved pizza brand is getting a fresh face. Orkla Foods Sweden is currently launching a comprehensive visual identity for Grandiosa. Developed by us at Silver in close collaboration with the Grandiosa team, the mission was to create a distinct and unified brand experience that stands out in a fiercely competitive category.
Owning the Shelf in a Fragmented World
As competition in the freezer aisle intensifies, the need for a clear and cohesive Grandiosa has grown. The challenge was to balance the iconic brand feel with the necessity of highlighting the unique qualities of every single product—from the classic thin crust to the more substantial PAN pizzas.
"Our goal with Grandiosa is to always lead the category forward. With the new identity, we are taking a holistic approach that significantly strengthens brand recognition, while making it easier and more inspiring for consumers to find their personal favorite," says Sara-Maria Löfvenberg, Senior Brand Manager at Orkla Foods Sweden.
By implementing a new design system, Orkla and Silver have successfully solved the equation of consistency versus flavorful variety:
A Stronger Brand Carrier: The logo and central brand elements have been given a more prominent role to create a visual "wall" in stores.
Taste at the Forefront: Each flavor variant now has its own vibrant expression, communicating the specific character of the product and the quality of the ingredients.
Navigability: A modern and intuitive design system helps consumers quickly distinguish between different segments within the wide assortment.
"Grandiosa has always been about 'more of the good stuff.' The challenge was to package that generosity into a system that feels modern and distinct. We wanted the packaging to communicate the same energy as the rest of the brand," says Sofia Frank Öberg, Creative Director at Silver.
A Future-Proofed Icon
This initiative is part of Orkla Foods Sweden’s long-term efforts to nurture and develop its most cherished brands. The new design is being rolled out across the entire Grandiosa portfolio throughout the spring of 2026.
