Packaging Design



Campbell Soup Company is a major force in the global cookie business, with brands including Arnotts, Kjeldsens, and Royal Dansk. We have worked closely with its marketing innovation team in New Jersey to strengthen and extend these key brands in key global markets on projects including pack design, innovation & NPD, and brand activation.


There are few markets where brand authenticity is more valued and valuable than China. In a land where imitation is never flattering, shoppers’ ability to trust that the brand in front of them is the real deal is crucial to success. Visuality were asked to create new pack designs for Kjeldsens Original Danish Butter Cookies for the hugely important Chinese market, adding a touch of modernity, and building a platform for brand innovation, but remaining sensitive to the conservative sentiments of its core audience.


Kjeldsens Original Danish Butter Cookies are undisputed market leaders and are a popular gift at Chinese New Year and other traditional occasions. When redesigning the range, we paid huge respect to the visual brand assets that Chinese shoppers had come to recognise and rely on as a promise of genuine quality and provenance. Rather than seeking to replace icons from the original pack, our approach was to carefully polish each element, then put them back together with a touch of elegance suited to the 21st Century.


The new designs have been well received, striking balance between respect for the past and optimism for the future.

The new designs for the core range also paved the way for the introduction of new offers like Kjeldsens Chocolate Chip Selection. Alongside established brand iconography, we borrowed cues from premium confectionary, resulting in a new Kjeldsens range, rooted in the Chinese tradition of gifting, but perfectly suited to a younger generation.