PLOCKA! — creating a brand
Plocka! sells dried Swedish berries. The name connects the berries to the act of picking them. For the brand I wanted to create product design for their 4 products (bags of dried berries — hjortron, smultron, krusbär and svarta vinbär). The brand’s feel is Swedish, fun, light-hearted and nostalgic, with berries that primarily grows in Sweden.
The initial part of the process included coming up with the name of the company, the look and typography of the logo and the bags, as well as the choice of the berries and the design of each bag. I corresponded the colors of the bags with the berries, and to further distinguish between the bags, I came up with a name for each flavour.
Since Plocka! will be a completely new company, it would be launching their products and needed a campaign to go with it. I wanted to present both the products and the campaign in a different visual way. This lead me to create the video presentation in After Effects. (see below)
The bags design and print mockups were all done in Photoshop, while the social media videos were created in After Effects using my and the photoshops files and stock footage (no AI was used in this project!)
The idea behind the creative concept ”Ditt eviga smultronställe” builds upon the double meaning of the word ”smultronställe” — both as a place where you can find smultron, but also a cherished (and secret) place. While the market for dried berries sometimes focus more on a younger demographic, this campaign would target millennials and gen X that fondly remembered their childhood summers.
During the production I also came up with the idea of autumn flavours like Nypon and Havtorn, and made mockups and a social media video for them as well as a fall campaign.
Since the start I wanted to create a hero ad for the campaign where I could dive deeper into the meaning of ”ditt eviga smultronställe”. I wanted it to be emotional and draw upon memories of ones childhood and back to a time when life was easy, fun, and the berries were delicious.
The video can be played both on social media (including Linkedin and Facebook) and as a commercial that can be played on TV and Youtube.
The video is edited in Premiere with stock footage (no AI) and with a distinguished voice over actor. The music choice will have to be cleared before it goes into real production.
Plocka! föddes ur en längtan tillbaka till något vi trodde var borta – smaken av sommar, barndom och buskar fulla av bär. Vi är ett litet svenskt företag som vill få dig att minnas hur gott det kunde smaka när du bara sträckte ut handen och tog för dig av naturen.
Alla våra produkter är 100 % veganska, fria från tillsatser och gjorda på torkade bär och frukter från svenska gårdar och skogar. Smakerna är välbekantamen ändå förvånande – precis som när vi som barn insåg att svarta vinbär var godare än de såg ut.
Vi startade Plocka! med några få påsar och en stark idé: att återvända till något enkelt, ärligt och riktigt gott.
Hitta tillbaka till Ditt eviga smultronställe.
