These Packaging Designs for Pågen Bakery Features Vivid Doodles

By: Rebecca Byers - Aug 11, 2015
References: lovelypackage
This modern rebrand for a Scandinavian bakery has seen the repositioning of the popular brand's line of hot dog and hamburger buns into a more wholesome experience. Designed by DDB Göteborg, the packages redesigned feature single hue depictions of hot dogs and hamburgers that speaks to the progression of artisanal-inspired branding that paints the product in a healthier light.

While the bun range from Pågen Bakery, Sweden's largest bakery, is positioned as a "fast food" line, the new packaging inspires a more wholesome image of consumption. Previously, the packaging featured high resolution images of hot dogs and hamburgers, however, it can be argued that the image reminded consumers more of ballpark eating rather than that of a family barbecue.