Published 03 May 2017 • Inter IKEA newsroom

PÅTÅR coffee packaging design wins at Dieline Awards 2017

Today PÅTÅR, the new packaging design of the IKEA coffee range, is awarded in The Dieline Award 2017. The new design is part of a new packaging strategy for the IKEA Swedish Food Market products, where new packaging and design underlines the Swedish heritage in a playful, clear and warm way.

The IKEA Food communication team has developed a new packaging design strategy for IKEA to bring Swedishness through the IKEA food items to the 650 million food guest at the IKEA stores around the world. The packaging design has been developed together with BAS ID, a Swedish strategic design and brand agency specializing in commercial innovation.

IKEA product packaging is an important contributor to positioning the IKEA brand and food range, and has the task of telling stories around Swedish food culture. PÅTÅR means a refill of coffee. Other range families are ALLEMANSRÄTTEN - the family of meatballs ( name meaning “everyone´s right to access the Swedish nature”), MUNSBIT snacks and oat drinks (meaning “just a mouthful”) and the seafood range SJÖRAPPORT, meaning the “sea weather report”.

"We are thrilled that our coffee range PÅTÅR has been awarded the Dieline Award 2017," says Kajsa Sjödahl, Commercial Communication Manager, IKEA Food Services AB. "We are very proud of our range and through the packaging we can share the inspiring, transparent and honest stories of Swedish food culture."

The PÅTÅR coffee packaging design is awarded First place in the category Nonalcoholic beverages of the Dieline Awards 2017 with the statement:

“A new design and packaging strategy for IKEA Food. The idea is built with a playful attitude in mind. The revised design in combination with the storytelling will build curiosity around the new products.”

Marie Wollbeck, Creative Director at BAS ID explains, "We have created a playful and innovative combination of design and story telling that contributes to a curiosity around the products. The packaging design shows a clear connection to food and its context, with a twinkle in the eye."

About IKEA Food

IKEA Food Services AB develops the IKEA food range for the Restaurants, Bistros and Swedish Food Markets in the over 390 IKEA stores in 48 markets worldwide. We have a passion for food and offer the annual 650 million food visitors the opportunity to experience a taste of Sweden.

About IKEA

IKEA offers well-designed, functional and affordable, high-quality home furnishing, produced with care for people and the environment. There are several companies with different owners, working under the IKEA Brand, all sharing the same vision: to create a better everyday life for the many people. IKEA was founded in Sweden in 1943.

About the IKEA franchise system

The IKEA retail business is operated through a franchise system with franchisees that are authorised to market and sell the IKEA product range within specified geographical territories. Inter IKEA Systems B.V. is the owner of the IKEA Concept and worldwide IKEA franchisor, who also assigns different IKEA companies to develop the product range, supply products and deliver communication solutions. Today, 12 different groups of companies have the right to own and operate IKEA sales channels under franchise agreements with Inter IKEA Systems B.V.

About Inter IKEA Group

Inter IKEA Group includes Inter IKEA Systems B.V., IKEA of Sweden AB, IKEA Supply AG and IKEA Industry AB related businesses. Inter IKEA Holding B.V. is the holding company for the Inter IKEA Group.

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