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Brand strategy, naming, logotype and packaging design for ICA, the biggest supermarket chain in sweden. " ICA Good Life", their private health label has a selection of around 90 food products. The concept consists of an illustrated world of healthy and active characters with elements of nature. Each piece of packaging was created unique - using every little space possible with illustration and graphic elements . With illustrations integrated with windows showing the product inside or combined with a collage technique with photographs of the product. Art Direction and design with King. Illustrations by Klas Fahlén. All credits to a brave client! This packaging range was awarded a numerous of international awards.