Örum is the offshoot of Örum119, a premium Swedish breakfast brand who bring the tradition of ‘long breakfasts’ from their hotel stays to breakfast tables at home, inviting customers to slow down, enjoy their mornings and set themselves up for the day the best way they can. Inspired by this way of living, Örum’s granola, muesli and porridge are all handcrafted at their farm bakery at Örum 119, a boutique hotel and uses fresh and locally sourced ingredients straight from the hotel garden.
The design challenge was clear, creating packaging that feels less like conventional food packaging and more like homeware, something to be proudly displayed on the breakfast table. The result was a two format system, a glass jar for the home and a refill packet for convenience and sustainability.
A key element of the design was to reflect Örum’s ingredients and concept of elongating breakfast. Martyn Garrod, Director of Studio Unbound explained: “We took an image of the main ingredient within the product, extracted a sliver and then expanded it into a pixelated colour pattern. The pattern is both modern and playful, visually representing the concept of stretching time and savouring every moment, similar to the concept of a long Swedish breakfast.”
Source: Studio Unbound
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