Clear winner: Fast food packaging all wrapped up

Stockholm – Swedish design firm BVD has given fast food packaging a slick makeover.

The new packaging for sandwiches and wraps for Swedish convenience store chain Pressbyrån features a pared-down aesthetic and a 70s-influenced colour scheme. The centrepiece of the design is a list of ingredients in large, bold type on the left-hand side. Colours indicate the type of ingredient – pink for meat, red for tomato, green for salad and yellow for cheese and dressings. Underneath each ingredient list is a short description such as ‘tastes of mint’ or ‘Arabic flavours’.

The packaging also lists the price, the cost of adding a drink and the number of calories in the food. The tagline ‘good and energetic in a nice way’ rounds off the simple design. Sandwiches come in paper holders, while wraps are enclosed in wholesome brown paper.

For more on how brands are catering for customers’ desire for fresh, healthy food and transparency in pricing and ingredients, look out for our Food Futures report.