ICA Good Life Packaging Design
As part of a comprehensive brand strategy, I led the naming, logotype development, and packaging design for ICA Good Life, a private health label of ICA, Sweden’s largest supermarket chain. This exclusive range includes approximately 90 carefully curated food products, each designed to embody the brand’s commitment to healthy, active living. The design concept presents a vibrant, illustrated world populated by dynamic, health-conscious characters, seamlessly integrated with elements of nature. Every piece of packaging is uniquely crafted, utilizing every available space to tell a story through intricate illustrations and thoughtful graphic elements. The packaging often features windows that showcase the product within, or incorporates a sophisticated collage technique, blending illustration with product photography to create a cohesive, visually playful experience. This project was executed in collaboration with KING Ad Agency, with art direction and design led by me and illustrations by the talented Klas Fahlén. The result is a packaging range that has been recognized globally, earning numerous international awards for its innovative approach and creative execution