Everland rebrands 188 years of jam history for Den Gamle Fabrik

By Rasmus Vestergaard
Published 02/07/2022
Category: Project
Featuring: Everland

Starting in 1834, Den Gamle Fabrik has worked hard to earn its iconic status today. The Orkla Food-owned jam brand is a symbol of quality, craft and nostalgia among Danes, it’s always been around.

As brands need from time to time, Den Gamle Fabrik needed a visual refresh. So, together with EVERLAND, they reworked their packaging design to highlight their heritage, craftsmanship and flavours.

“When a brand has been around for a long time, you have a lot of assets to build on. For the rebrand of Danish Selection, we revisited every single brand element. We kept some and tweaked others to make them all tell the same brand story of craft and heritage.”

Mikael Tonning, Design Director & Founding Partner at EVERLAND

Besides telling the brand’s story, it is also crucial to highlight the quality that has made the product the icon it is today. Fruit illustrations were made for each flavour, giving it a tactile look and helping consumers find their favourite fruit jam on the shelves.

“The typography on the label is inspired by the tiny shop where it all began. The letters build on a proud Danish typography history with its functionalistic design. Combined with the parchment-inspired label, it has a retro feel without becoming outdated.”

Mikael Tonning, Design Director & Founding Partner at EVERLAND

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