The Collaborators deliver a Scandinavian-inspired philosophy in visual identity for the rebrand of Take Stock, now known as Freja Natural Norwegian Bone Broth

The UK's best-selling ambient bone broth, previously known as Take Stock, has been renamed Freja Natural Norwegian Bone Broth by strategic food and beverage brand design firm The Collaborators. Freja is repositioned to spur category development and solidify its position as the market leader in stocks and broths.

Take Stock, which was initially released under lockdown, immediately became a best-seller online. Jessica Higgins and Ed Armitage, the company's founders, realised they would need a brand to fully fulfil the potential of their highly regarded product and effective business strategy. They developed a fresh positioning and unique brand identity in collaboration with The Collaborators.

The rebrand drew inspiration from the brand's Scandinavian heritage and cultural opinion that all Scandinavian goods are clean and healthy. The name Freja, with its gentle tone and Scandinavian origin, effectively encapsulated the spirit of the brand with a clear strategic goal. The positioning was developed on the notion that Freja Natural Norwegian Bone Broth is "a better life filøsofi (philosophy)" on a mission to assist people in leading fulfilling lives while honouring the environment and enjoying their food.

The Collaborators then established Freja's simple, happy Scandinavian brand design and developed a distinctive tone of voice. The packaging contains echoes of the old Take Stock pack design and is light, bright, and simple to stand out both on screen and on the shelf. Geometric elements combine to produce quirky variation pictures that add some Scandinavian charm and are inspired by Nordic aesthetics fitting the title ‘Design with Purpose’, the Pentawards Festival 2023’s theme.

For more information on The Collaborator’s design, visit their website or follow them on Instagram.

Want to receive more monthly packaging inspiration? Sign up for our newsletter!