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Kungsörnen & AXA
Packaging Systems & Line Extensions

Packaging concepts and scalable visual systems developed for Kungsörnen and AXA across multiple product launches, formats and retail categories.
The work focused on expanding established FMCG brands through packaging systems and line extensions designed to support new launches, broader assortments and stronger shelf recognition. The assignments covered the full process from concept development and visual direction to final artwork, prepress and associated retail POS material.
The challenge

As FMCG brands grow, packaging needs to balance two competing demands: creating enough differentiation for new products to stand out while still feeling unmistakably connected to the parent brand. The challenge was to develop flexible packaging systems that could support multiple SKUs, formats and future launches without losing clarity or shelf recognition.

The solution

The work focused on building scalable visual systems rather than isolated packaging designs. Existing brand equities such as typography, colour structures and category cues became the foundation for flexible packaging concepts capable of expanding across broader product portfolios.

For Kungsörnen, line extensions were developed from existing hero products into clearer product families with stronger shelf consistency. For AXA, packaging concepts were adapted across formats and launches while maintaining a clear connection to the core brand identity.

Kungsörnen – Product Line Extension
Extending a hero product into a scalable packaging system.

Packaging concepts developed to translate the visual identity of an established Kungsörnen product into a broader assortment structure. The work focused on maintaining strong shelf recognition while improving product differentiation and supporting future range expansion.

AXA – Packaging & Launch Adaptations

Packaging systems developed to support ongoing launches and assortment growth.

Packaging work spanning multiple AXA products and formats, balancing category differentiation with consistency across the broader brand portfolio. The assignments included concept development, adaptations, final artwork and production support.

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