Redesigning swedish fika
Delicato
Brand strategy
Product portfolio strategy
Packaging concept
Visual identity
Illustration style
Naming and brand voice
The Delicato pastry brand is a Swedish "fika" icon, celebrated for legendary products like Delicatobollen and Punchrullen. Fika – a cherished coffee break that always includes something sweet – is a sacred ritual for every Swede, a moment devoted to indulgence. We aimed to capture that moment of desire in Delicato’s new visual identity and packaging concept: a visual universe inspired by, built on, and crafted from pastry. Powdery pastels, tempting treats, and a playful, witty tone come together to showcase the hero products in a sweet and dreamy setting. New iconic creations, such as Delicatoasken and Delicato-kalendern, were born from this concept. Happy fika, everyone!
Less plastic
In 2022, Delicato decided to reduce plastic in their packaging. Instead of a plastic window on the front, they switched to fully paper-based packaging. This change helped cut plastic use by approximately 15 tons per year.
Delicato Christmas
Over the years, Delicato has developed several seasonal products, with the Christmas product line being the largest. It features the famous Delicato assortment box and the Delicato mini-pastry advent calendar, to name just a few. Additionally, Delicato has created something sweet for the Christmas tree: their top three best sellers – Delicatoboll, Punchrulle, and Mazarin – transformed into festive Christmas tree decorations.
Gold winner
Delicato has been awarded a Gold Egg at the Gold Egg Awards (Guldägget), Sweden’s oldest and most prestigious communication award.
