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Irma’s


Agency: IDna Group
Senior Designer: Malene Jepsen
Creative Director: Per Madsen
Location: Denmark
Project Type: Produced
Client: Irma (Part of Coop Denmark)
Product Launch Location: Denmark

In 2018, the Danish high-end supermarket chain Irma implemented their new strategy; “The Urban Irma”, and as a consequence hereof, IDna Group have updated their visual identity and packaging design to fully support Irma’s new positioning. Being the second oldest Supermarket chain in the world, IDna Group faced a task of transforming and renew a highly beloved brand while respecting the strong heritage and without losing its visual legacy. This resulted in a constant balance between tradition and renewal throughout the entire process.



The pack redesign of Irma’s private label ‘Irmas’ needed to support the new positioning while make it easier to distinguish from their other product line. IDna Group solved this by creating a colourful expression with lots of “flavour” combined in bold compositions leaning towards the artistic form which is a part of the Irma DNA.


Furthermore, IDna Group have created a series of new icons helping the consumer navigate the growing market of products that are gluten-free, vegan, lactose-free, etc. The icons are designed in the same style as the “Irma girl” in order to ensure a unified identity.






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