Kelsen Group began life in 1933 as a small, family-owned bakery nestling in the heart of Denmark’s Jutland. Today, its delicious butter cookies are sold and loved all over the world, under a variety of brands including Royal Dansk, which is especially popular in Europe, the USA and Asia.
Presentation and activation of Royal Dansk, in-store and across all touchpoints had become fractured. Visuality were asked to create a modern, friendly, above all, visually distinctive image for the brand that could extend from packaging to POS and through to trade and consumer advertising.
As well as redesigning the Royal Dansk cookie range for US and European markets, we created detailed guidelines for brand activation, supported by a reference bank of specially commissioned lifestyle photography.
The distinctive Royal Dansk brand identity is now activated consistently across media and across markets, reinforcing visibility and recognition, and underpinning its position as a leading global brand.