IKEA is a worldwide Swedish home furnishing company with 267 stores attracting 590m visitors.IKEAs private food label was introduced in 2006, focusing on Swedish recipes made with quality products at a low price. The products are sold at IKEA stores all over the world. The product range is aimed at attracting food lovers who are interested and curious about different food cultures, particularly Swedish ones. The packaging should provoke interest in the product as well as present it in a clear, honest and appetising way. The product should express the key values: reliability, quality, Swedishness.

To be immediate and creative within very strict boundaries:– Swedish headings are used worldwide, putting high demands on the design to be self-explanatory and inspirational at the same time.– only IKEA’s house font Verdana can be used, in set style and sizes.

The product has gained a lot of publicity with numerous articles on blogs worldwide, drawing attention to the IKEA food range as well as strengthening the IKEA brand.

Making use of the classic tin's characteristic features in order to create a direct and humorous piece of packaging that is easily understood by consumers all over the world. The product was first launched in April 2011.