PLOCKA! — creating a brand
Plocka! is a Swedish brand that sells dried berries. The name Plocka is the swedish word for ”picking” as in picking berries. The brands 4 products, dried hjortron, smultron, krusbär and svarta vinbär, needed a packaging design as well as a launching campaign. Plocka as a brand is fun, light-hearted, nostalgic and Swedish. Selling dried berries that primarily grows in Sweden.
Creating Plocka from scratch, I created everything from the brand name, the look and typography of the logo, as well as packaging design. The colors of each bag corresponds with the berries; and to further distinguish between the bags, I came up with a specific name for each flavour.
Since Plocka! was a completely new company, it had to launch their products once the design was completed. Exploring how I could present the brand and its products in differing ways, I started out with creating a 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 photoshops files and stock footage (no AI was used in this project!)
”Ditt eviga smultronställe” is a nod to 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’s target demographics was millennials and gen X, that remembered their childhood summers fondly.
During the production I also created autumn flavours like Nypon and Havtorn, and made mockups and a social media video for them as well.
The hero ad for the campaign was created to dive deeper into the meaning of ”ditt eviga smultronställe”. The emotional connection to draw upon memories of ones childhood. Back to a time when life was easy, fun, and the berries were delicious and easily obtainable.
The video were to be played both on social media (including Linkedin and Facebook) and as a commercial on TV and Youtube.
For the video the material was obtained through stock footage (no AI) and edited with Premiere, with narration from a distinguished voiceover actor.
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.
