Løven:
Adding a pinch of hygge 
to the traditional 
Danish pastry world

Our collaboration with Europastry, global leader in the frozen bakery dough industry, spans more than a decade and includes a wide spectrum of projects in areas including strategy, brand design, packaging, copywriting and film. One of the things we enjoy the most about working together is the process of creating new brands for their innovative (and delicious) products.

When Europastry approached us to develop a brand for their new Danish pastry product range we started drooling: we loved the challenge as much as their Danish delights.

The strategy we designed aimed to highlight the product’s Danish origins and the fact that these delicacies can be enjoyed and shared at any moment of the day. In this project, baking became a way to experience the state of cosiness and comfort that the Scandinavians call Hygge, cherishing the moment with simple and meaningful treats. 

With this starting point, the brand began to take shape. From its name, through storytelling, the logo and visual identity and ending with its tone of voice and key messages, Løven became Europastry’s own way to approach traditional Danish baked goods. Warm, friendly, calm, unique and, of course, Danish.