ICA_01

ICA
Roligare Mat

Brand work for ICA
Craft Lead / Sr Art Director at Acne

ICA is one of Swedens biggest food retailers with about 1400 stores around the country and has played a central role in most peoples lives, ever since their start back in the 1930's.

In the beginning of 2000 ICA successfully launched a sitcom TVC concept, following a number of ICA workers presenting weekly product offerings. A concept still running, still being as popular. However times have changed and the amount of channels and touchpoints have grown...

As a compliment to ICA's product centred, more traditional communications concept we developed a new joyful, food oriented voice for ICA to unify all of their channels and touchpoints in one inspiring voice. Focusing on the joy and beauty of food and cooking. 

OOH_Brod
OOH_Tomat

Various units. Introducing the 'Roligare mat' concept at launch.

Easter in store. Published and produced by ICA based on the developed 'Roligare mat' concept.

David Hammarström
Independent Art & Creative Director