ICA is Sweden’s largest grocery store. Its health label, ICA Good Life, contains over 80 products. Our brief was to create a packaging concept and visualise healthy living in a way that would interest all customers, not just the health-conscious ones. We came up with a healthy, playful world with characters and situations relating to a healthy and active lifestyle, without being rigorous, boring or devoid of taste. With friendly, accessible copy, we created something far removed from the complicated technical information usually seen on healthier product lines.
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