Døgnvill Burger Meat Packaging Exudes The Same Humorous Vibe That Their Restaurant Gives Off

by Jessica Deseo on 01/14/2021 | 2 Minute Read

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How do you transfer a fun, relaxing yet high end burger restaurant experience to the world of groceries?

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A relatively broad target group of women and men in suburban areas, mainly multi-person households and families with children. A good split between those who have a relationship with the Døgnvill brand and the restaurant experience there, and consumers who in any case always look for a good home-based dining experience.

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Døgnvill Burger was to create a series of products for groceries (initially through a collaboration with the online grocery store Kolonial.no), and wanted help in transferring both the brand, the brand experience and the restaurant experience to a completely new format in the form of packaging design.

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Editorial photograph

Editorial photograph

Concept & Solution: Døgnvill Burger is a chain of high-end burger restaurants, and at the same time a series of independent neighborhood restaurants, known for good atmosphere, low shoulders and a twinkle in the eye. We wanted to pick up the informal, slightly humorous vibe you often encounter in their restaurants, and at the same time continue the experience of eating burgers from the top shelf. And it really is, since here you get the exact same burgers, sauces, breads - even the bacon - that they use in restaurants. We chose to focus on the concept of "Small Batch Burgers", our own recipes, signed by the head chef. It was important that this should not appear as a licensing of the brand, they actually stand in the factories and adjust flavors even for days. We wanted to create an easily recognizable packaging identity, using (almost) only one color, and otherwise differentiated with different paper backgrounds inspired by fresh food counters and butchers. A separate series of characters was developed to continue the humor and the low shoulders.

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Editorial photograph

Editorial photograph

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