BOY Herring

A brand icon rejuvenated with fine-tuned design

Food & Drink

Can subtle design changes
reposition a 40-year-old classic?

How can a brand icon reach new consumers?

Orkla Foods’ BOY is an all-time favourite pickled herring brand. BOY was in need of an update and a refreshing to reach new consumers. In addition to the brand name, we focused on BOY’s iconic color-coding and small tweaks to support the perception of everyday high quality. We added a hint of a maritime feel without going overboard. The result is eye-catching packaging that appeals to consumers who are not regular herring eaters. Sales have gone swimmingly.

Kuudes work - BOY brand icon refresh





For more information:

Jari Danielsson
CEO, Kuudes Nordic
+358 40 730 9612