How do we create a category champion able to re-engage consumers in-store with a shrinking category, where value has come to mean only cost?


Re-invention of an iconic Danish brand through cultural analysis, consumer insight and semiotic exploration to generate a design capable of acting as a beacon with the fixture to drive new news for retailers and consumers. Then using the assets, innovation and tonality of the new brand to create an engaging shopper activation platform, media plan and toolkit for launch.

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