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Norwegian chocolate brand radiates coziness

Norway’s leading chocolate brand Freia gets a package redesign for 250 variants that brings ‘Kos,’ or coziness, to the heart of the brand.

Pw 73921 Freia Chocolate Bars2

International brand design agency Bulletproof has created a contemporary new masterbrand identity and packaging design for Norway’s leading chocolate brand Freia, as part of a complete “brand world” review.

Following meetings with three design agencies, Bulletproof was appointed to the project by Freia brand owner Mondeléz, in spring 2013.

Freia is part of Norwegian heritage and culture—it’s a brand and an institution. Launched in 1898, the Freia brand portfolio has grown extensively over the years and now features a diverse range of products and sub-brands across various categories, e.g., eating chocolate, cooking chocolate, baking products, biscuits, desserts, and hot beverages, each with their own look and feel.

Bulletproof was briefed to create a new positioning for the brand that could be reflected through a masterbrand identity. Following this, the agency was then tasked with creating a new brand architecture to unify the complex and disparate cross category product portfolio of 250 plus variants.

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