Sløjfe Pretzels

Sløfje is a hard pretzel company. The word sløfje means "loop" in Danish, relating to the circle-shaped pretzels inside the box, and mimicked by the loop design on the outside. 

 The target customers of Sløjfe are 25-40 years old women, are idealists, like to learn new things, have children, appreciate design in their everyday things, and are optimistic. The customer segments are in both Northern Europe and the United States. 

 The brand was looking to give the customer a feeling of comfort and playfulness: remind them of their childhood. The inspiration for the packaging design comes from quilt patterns. 

 The packaging is a 12in x 8in x 2in box. This size falls relatively medium in both the European and American market, so manufacturing does not have to change depending on where it is being sold. Made of paperboard, the box is recyclable and compostable, which is something that is becoming more valued in both Europe and the United States. 

 The color scheme is youthful and positive, but not aggressive. The dominant color in the design is orange, which has implications of youth and creativity in the United States. Additionally, in the Netherlands orange is associated with quality. In general, orange is known to stimulate appetite and remind of flavor, as well as spark energy. All of the colors are dulled a bit to create a sense of calmness and rest, which is contrasted energetic patterns. 

Dynamic pattern mixing draws the shopper's eye to the box on the shelf, where they are met with an easy-to-read label. The wording on the box is minimal. All that is included is the brand name, a description of the product, and the required labelling information. The wording was kept simple to lean into the theme of childhood simplicity. The target audience in the United States associates Europe with good design, quality, and idealism. Seeing the name Sløjfe, which is clearly a European language, the American consumer is likely to think these things. The European customer reads the name as a direct description of the product, which allows them to build trust with the brand because it tells exactly what it is.