The Challenge
Since 1838, Abba has been making the most of the sea, creating flavours and food traditions for both everyday life and celebrations. With the brand essence “Havets bästa” (The Best of the Sea), developed by Silver years ago, Abba had begun a journey towards becoming a more modern and sustainable seafood brand. But one thing was missing: a clear connection between the brand essence, the visual identity and the communication. In 2023, we won the pitch for the full brand assignment, with the task of bringing it all together.

The Solution
Grounded in the Abba brand essence, we evolved Abba’s visual identity, strengthening its distinctive assets and creating a more contemporary, premium expression. At the same time, we developed a communication platform that could both build emotional relevance and drive conversion.

The way forward came from something universal: longing. Longing for days by the sea, dinners with friends and cherished traditions, but also for an easier everyday meal. That insight became “Stunder av längtan” (Moments to Long For”): a concept broad enough to build the Abba brand, yet flexible enough to work for individual products and occasions. Together, the new identity and communication platform created one coherent Abba, from packaging and campaigns to point of sale. Modernised for a new generation, without losing what people have loved about the brand for generations.