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Concept / Art direction / Direction

Ballerina is a classic Swedish cookie that, over time, had begun to lose its connection with its audience. The task was to breathe new life into a slowly declining brand, restoring relevance and preparing Ballerina to engage both existing and new consumers, and live naturally across new channels.

To do that, we first needed to reinforce its position as the ultimate solution for sweet cravings - a cookie that not only satisfies, but delights. Guided by this insight, we developed the concept “Räddaren i sötnöden” (The Lifesaver for Sweet Cravings) and created a suite of playful, versatile brand assets to bring it to life. This included the new mascot Kakan, an unforgettable sound logo, bold indulgent typography, and signature red and yellow colours - all designed to make the brand instantly recognizable across packaging, TV, social media, and TikTok campaigns. By putting these strong assets at the heart of communication, we created a system that’s not just distinctive, but also gives us the freedom to tell stories that truly delight, every day and in every interaction. After all, that’s what cookies are for.