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Hygge Scandinavian Chocolate Bar Undertaken in my 1st year of university Hygge is a chocolate bar designed to represent the culture of the Scandinavian nations. A project which focused on form, interaction and packaging design.
//Research
//Key Semantics
// Geography
Togetherness Scandinavia is comprised of 5 nations, Sweden, Denmark, Norway, Finland and Iceland.
Key Scandinavian Landmarks include Iceland’s Blue Lagoon, Norway’s Fjords and the Northern Lights.
// The People
Tranquillity Of the top 5 happiest nations in the world 4 are Scandinavian. All 5 feature in the top 10. - World Economic Forum.
Of the top 5 Socially Conscious nations in the world 3 are Scandinavian. All 5 feature in the top 10. - Social Progress Imperative.
The Danish principle of hygge involves appreciating the small things in life and plays a large role in staying happy during the long winter months.
During my research I learnt about a lot of differences between the 5 Scandinavian nations. Each nation has a unique way of life but they all share some common themes which make them amongst the happiest nations on earth. Each way of life in Scandinavia places a real importance on Togetherness and emphasises the enjoyment of the simple things in life, which, along with Scandinavia beautiful scenery I felt was best described as Tranquillity. These words and the elements their semantics were the main drivers for my design.
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//Design // Branding
// Bar Concepts
The Hygge logo uses “Walkway SemiBold� a soft and gentle sans serif font, helping to create the calm and tranquil appearance. The text is underlined by 5 cubes, each in the defining colour from the flag of the Nation they represent, this minimalist reference to the individual nations is subtle but clear and also draws attention to the logo.
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//Bar Design // Form The pentagon shape represents the 5 nations that traditionally make up Scandinavia. The diamond in between encourages the pieces to break 2 at a time making the bar ideal for sharing, representing the social consciousness of the nations.
// Form The flowing up and down of the pentagon pieces is inspired by slow lapping water or mountainous terrain, both relevant to Scandinavia. This adds visual appeal and adds the semantics of tranquility.
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//Packaging Design // Packaging Inspiration The key inspiration for the border on the front of the packaging was the mountainous landscapes that can be seen all over the Scandinavian nations, from the Fjords of Norway to the Mountains that run through the Scandinavian Peninsula. The large calm lakes inspired the gentle pastel blue and open space above the mountain border.
// Packaging Inspiration The calm pastel green was inspired by the beautiful and vast areas of conifer woodland in Scandinavia, specifically Sweden where over 50% of the land is covered in forest.
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