Kales Roe Bread SpreadKalles Prickiga

Task Kalles is an iconic brand in Sweden having been on the market for over 50 years. Traditionally solely a roe based bread spread, the product development team had developed a product that combined cheese with a touch of the ‘caviar of the north’.

Solution Because Kalles is so iconic it had to be treated with significant tender loving care. The sub brand (Prickiga=’dots’) had to be carefully considered with regards to its relationship to Kalles to make sure that both worked together in harmony.
The background ‘dots’ add fun and relevance and ensure that Kalles despite being over 50 years old, still looks fresh and young.