The recipe for everyday dinner magic? Abraca-ready! For Valio’s new convenience range of freshly made casserole bases and cheese sauces, we captured their ability to conjure up flavourful meals in no time. Sim Sala Bim, and chicken transforms into Indian Korma, spaghetti into Italian Pomodoro, and macaroni into Mac ‘n’ Jalapeño Cheese.
Valio is one of Scandinavia’s leading dairy companies, but their foray into the convenience category breaks away from the expected. With a little help from a “magic box”, we turned their transition from the rational dairy aisle into an eye-grabbing and joyful design concept, fit for a more scattered shelf reality.
Who doesn’t want to be a magician in the kitchen? The vibrant design conveys flavour and fun while staking its claim on any store shelf. Big, swooping typography emphasises speed and ease, with playful claims like “Simsala-Sauce” and “Abraca-Ready”. Paired with appetising imagery, and clear flavour descriptors, the packaging exudes charm and simplicity. It pops on the shelf, invites shoppers to whip up magical dinners in no time, and shares joy just standing on the sink at home.
With Valio as the unmistakable sender, this range establishes itself as both a fresh contender and a confident leader. Infusing a touch of magic into everyday cooking, “Dinner Magic” redefines convenience food while adding new energy and attitude to the Valio brand experience.
