Mathias Dahlgren is a world-renowned chef with two restaurants totaling three stars in the Guide Michelin. He’s the only Swede to ever win first prize in the Bocuse d’Or – the biennial world chef championship. In 2016, he was ready to manifest his brand in a range of premium kitchen appliances. The only thing lacking was a premium brand that would clearly differentiate them from the competition.
What we did:
Visual identity Iconography Illustrations Packaging
Copywriting Photography direction and production Implementation plan Design templates
Gold, Pentawards Silver, Guldägget Silver, Dieline Awards
Simplicity, the Charm of Minimalism
Better Together, IDSA San Francisco
“9 very boring objects that come in very pretty packages”Wired “Mathias Dahlgren Edition Packaging” Commarts “Mathias Dahlgren Edition Kitchen Appliances”The Dieline
We were contracted by Dafra, Grand Hotel Stockholm and Mathias Dahlgren himself to create the brand and packaging for the soon-to-be released kitchen appliances. Our analysis revealed that chef-endorsed brands had very low differentiation. The colors black and red were clearly overrepresented, and the chef, with his or her signature, was always on the box. There was a real opportunity to differentiate.
Mathias Dahlgren’s success stems from his distinct culinary vision – which is all about the essentials, focusing on a few select ingredients. So, we put that philosophy on the box, focusing on the essentials and scratching the rest. And when it comes to pans, it’s all about the diameter. We developed a minimalistic packaging design concept that truly stood out in a retail environment.
Mathias Dahlgren’s packaging design is one of our greatest award-winning projects in recent years. It won prizes at Guldägget, Dieline, Pentawards and more. There was an article in Wired Magazine. It was featured in the lovely book Simplicity: The Charm of Minimalism. But what instils most pride in us is how it stands out in stores. In all honesty, there’s nothing like it out there.
“Together with Essen, we managed to create a modern packaging concept that enhances the feeling of the product. Great standout and a fantastic vision of modern design.”Mathias Dahlgren
CEO & Creative Leader, Restaurant Mathias Dahlgren