When a passionate community of internationally acclaimed Nordic chefs, farmers and food lovers decided to make a new gourmet dessert, they came to us for help. They wanted to create a series of ice desserts from organic ingredients inspired by the Nordic kitchen.
New Nordic cuisine has triumphed and taken over many Michelin kitchens. But up until recently it was still something we only enjoyed in restaurants - not something we served at home. With Wintersping that has changed. We helped build the new premium dessert brand from the bottom.
New Nordic often translates into simply being rustic and authentic. But the North also encapsulates a poetic feel. A certain Nordic noir dating back to ancient sagas, tales and the dialectic climate with both pitch-dark winters and light summer nights, a dreamy glow in fall and the crisp air in spring.
Throughout the entire brand building we worked with this sense of poetry, dialectics, contrasts and textures. With Winterspring there is always something that doesn’t quite add up. Unexpected flavour combinations and the enchanted tone-of-voice incites and prepares you for an extraordinary experience. Instead of just traditional packaging texts, the cover offers a quivering storytelling and sets the mood.
The name Winterspring also has a dialectic nature as it translates as vintervår in the Nordic languages. It’s the ‘fifth season’ that you can experience in the northern part of Sweden. Placed between the chill of winter and the coming of spring, this captivating season is filled with contrasts and expectation – just like every Winterspring dessert creation.
The no-nonsense typo, the lyrical imagery and the visual juxtapositions build a design that is exquisite without being perfumed, and poetic without being tongue in cheek. Elegantly practicing the Scandinavian discipline of balancing the masculine and the feminine.
We implemented the brand identity on everything from packaging, naming, copy and website design. The first Winterspring creations hit selected supermarket freezers in August 2014.