Norwegian chocolate brand Freia chooses Bulletproof for brand overhaul

Of choosing a design partner outside of Norway, a senior brand manager at Freia said it had wanted “an agency with a fresh set of eyes and no emotional ties to the brand” and chose Bulletproof based on “the level of their creativity and our belief that they had the ability to understand the cultural references and the unique position a brand like ours has in the marketplace”.

Commenting on the project a Bulletproof London creative director said the agency had to build on the “special place” Freia holds within the “hearts and minds of Norwegians”.

“This is how we landed on the idea of building ‘Kos’ - a special Norwegian word that translates as ‘coziness’ - into the very heart of the brand. During our initial meetings with the team, we were taken to see the Freia clock in Oslo, a landmark of great emotional significance for Norwegians. We immediately felt there was a strong idea there just waiting to be unearthed. Inspired by the Freia clock, the new masterbrand identity features light fractals emanating to radiate warmth and ‘Kos’ across the pack, the idea being that everything is literally ‘touched’ by Freia.”

Freia’s spokesperson added that the idea of ‘Kos’ behind the design was “super relevant for Freia as it allows us to leverage our equities and history”.

The new packs will be made available across Norway as part of a phased relaunch, with selected chocolate tablets being the first to market.