The task of creating a new brand in one of the most traditional categories in the Swedish food markets isn’t an easy one. Wanting to make consumers take notice even when they weren’t paying attention, Stockholm, Sweden design agency A-B-D focused on the core idea of the product: its flavor. Instead of creating brand names for the different flavors, the flavors themselves are the most prominent part of the packaging. Brand recognition is based not on the company name but by bold numbers (and colors that create a rainbow on shelves) on the front of the packaging. Also wanting people to smile when they pick them up, the brand isn’t just about the numbers and the colors, the creative team worked with the tone of voice to create different characters and a story for each flavor.