Skene

Brief

Create a unique, limited-edition packaging concept to celebrate Markslöjd’s 60-year anniversary. The direction needed to feel retro and nostalgic while staying true to the primary brand identity.

Process

Diving into the archives, researching interior design and packaging from the 60s in Sweden I found a cohesive theme:

• Strong play with typography, kerning and bold shadows.

• Graphic elements like bursts accentuating a product illustration or photo.

• Scandinavian wallpapers had minimal geometrical patterns in grey/beige/white.

Solution

I developed a complementary 60-year theme to the packaging that could seamlessly integrate with Markslöjd’s core branding in all channels. It added recognition to the anniversary without compromising brand consistency.

Extras in imagery

When the brief called for more than a standard product shot and the budget ruled out an external photographer, I took the camera into my own hands.

Natural light did the rest, casting soft shadows that added depth and warmth. The result: an image that stood apart from the existing library while feeling perfectly at home in the brand’s palette.

Execution

I handled the project from start to finish: first by designing packaging with nostalgic touches, directing and shooting imagery, and crafting storytelling that connected the brand’s Swedish heritage to the present. The campaign extended into print materials, and digital communication during 2023.