Packaging Design for King Oscar | Coley Porter Bell

Giving the King Oscar brand the royal treatment

Packaging Design

Brand Strategy

Brand Architecture

Brand Guidelines

Re-establishing key design assets and equities

The global growth of King Oscar, the 145-year-old Norwegian canned fish brand, had left it vulnerable to increasing global competition. It had developed an inconsistent and fragmented expression, was visually misaligned across the world and was hard to navigate. Our task was to help this iconic brand to reassert its authority within the market.