Design

Aug 5, 2021

Redesigning a Danish classic

Design agency Everland talks us through the rebrand for a Danish classic cold sauce brand.
By:
Elisabeth Skoda

For many people in Denmark, Bähncke represents the taste of childhood memories, long summer nights, festivals, and good times next to the BBQ. The 160-year-old company is best known for its crispy fried onions and their range of mustard, but their portfolio extends beyond that, with a range of cold sauces. Denmark-based design agency Everland was tasked with a rebrand for the range.

Bähncke is a fast-food brand, and proudly stands by it. The leading position in the category comes from a wide selection and chefs nurturing and balancing every single product. To highlight this, their iconic chef is shown on every label with a classic blackboard background, while the product name is carefully written in informal cursive letters.

"There is a fine balance between being high quality and being trustworthy in the Danish street kitchen culture. But the sheer joy, pride and craftsmanship put into every single product speaks for itself. The taste is like no other, the energy is good, and every Dane can vouch that Bähncke is an essential part of your cafeteria meal or fast food experience. Strong colours celebrate diversity while giving natural food appeal, and we make it easy for the consumer to have a favourite. Even though the sole focus is on taste, it’s worth mentioning that all tubes are from recyclable plastic," says Everland.

“Every single taste is a tribute to a specific meal. It’s about respecting the food, the meal, and the occasion by exceeding expectations. It really comes down to fine dining at the street corner. EVERLAND has been true to our origin in the revised design. We are impressed and pleased,”  adds Nya Calmer, Senior Brand Manager at Bähncke.

Elisabeth Skoda

Editor of Touchpoints magazine, writer for Packaging Europe magazine and design enthusiast!

editor@packtouchpoints.com
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