Scandinavian interior design and food culture have become a familiar sight internationally. The Scandinavian design trend is being called The New Nordic, where Norway is a few steps behind Sweden and Denmark, when it comes to marketing their national values. The task was to create packaging design that represented the values of authentic, Norwegian, modern, exclusive and natural.
Creating a profile for the packaging that are perceived as relevant for the target audience and differentiate the products from other actors in the same market. It was important that the target audience got a feeling of something new, while at the same time being anchored to the Norwegian food culture. The primary audience was tourists that have a wealthy, but sustainable lifestyle. Meanwhile the secondary audience was young adults that also find it important to live a sustainable life when it comes to their own health and the planet.
The inspiration for this solution was through Norwegian nature, tradition for picking berries, typical Norwegian graphic design and art. Nidaros has launched a new series of smoothies with a new long, slim and elegant bottle design. Raa is a smoothie with three different taste variants. It represents the Norwegian nature and berry picking tradition in the international market. The product will only be on sale during the different berry seasons in Norway, and the berries are handpicked from the Norwegian forest during those seasons.