Since 1890, the classic biscuit- and cake brand ‘Karen Volf’ has delivered traditional baked goods to all of Denmark. To ensure renewal and rejuvenation of the assortment, Karen has developed a little series of American inspired treats. Products in an entirely new format - individually wrapped and easy to enjoy on the go.
Brief
Development of a name and design concept for a new product series from Karen Volf that speaks to a younger audience. The new series is the first step in a new line of similar products that are meant to bring the traditional brand into a new era.
Solution
Bessermachen developed both name and identity for ‘Funky Bakery’, the new sub-brand from Karen Volf. The new design concept is carried by an illustration of Karen in a younger version - on her way out into the world to find inspiration for her next baking project. A design, that positions the product and the taste through a playful style and tone. A strong foundation that can be expanded with new, exiting projects and a concept that is easy to activate on other platforms, with the physical character ‘Karen’ as the main element.