Freia Melkesjokolade Boble


Kraft Foods/Mondelez Norway approached SDG with an exciting project. A new Freia Melkesjokolade product was to be launched. This Freia Melkesjokolade tablet had an entirely new form and was filled with airy bubbles making it a whole new taste experience. The newcomer to the Freia tablet portfolio needed a new name and visual identity. Urgently. The launch window was approaching and time was limited.


Knowing the Freia brand through years of close collaboration enabled us to come up with several strong conceptual directions quickly. We all agreed to go for the concept: Freia Melkesjokolade Boble - closely tying together name and visuals. The Freia Melkesjokolade brand iconography was given a leading role to make the concept fly. The iconic Freia Stork is literally flying over the Valdres Mountains, closely watched by the surprised Freia Melkesjokolade cows. The name and the product visuals are integrated into one mouthwatering story.


We knew that we had an engaging and different product. As we developed the concept further, we also knew that we needed a design which would really stand out to succeed in the market, while we also wanted to leverage the opportunity to have some fun with the traditional and established Freia Melkesjokolade brand.

SDG solved this perfectly – and we got exactly what we asked for in the brief: a visible and playful design, while still maintaining the brand presence of Freia Melkesjokolade AND communicating the product attributes.

Freia Melkesjokolade Boble (210g) sold for nearly 11MNOK in Norwegian Grocery Trade in the first 4 weeks after launch, and was ranked as the 2nd bestselling tablet in the period: ahead of key competitor Stratos – and only beaten by the original Freia Melkesjokolade! "No wonder we’re happy" says Nina Skotte in Kraft Foods/Mondelez Norway.


Branding Development
Packaging Design
Strategic Consulting
Project Management