Lycka is a 100% nat­ural hand filled frozen yoghurt brand from Germany that donates 11 cents from each sale to Welthunger­hilfe, a humanitarian aid project tackling issues such as world hunger, land grabbing in Cambodia and displacement across Syria and Iraq, amongst many other issues. Lycka’s brand identity and packaging, a mix of bright geometric forms which appears to draw some of its visual cues from the Welthunger­hilfe logo, was created by Swedish graphic design studio BVD.

The large coverage heavy geometric patterns, a similarly styled logotype and fruit iconography, a distinctive and unusual structural choice – one that you might associate more with noodles – and a bright but limited colour palette enhanced by plenty of white space secures a strong aesthetic impact that mixes the familiar fresh and fruity cues of the frozen yogurt category with a bold and current sense of reduction. This expanded upon online with a compelling and informative mix of iconography, animation and information.

The relationship between product and charity – letterforms presumably informed by the Welthunger­hilfe logo, the use of hearts, the structural and supportive nature of the patterns backed up by copy – are subtle yet well intentioned, adding a layer to what might have otherwise have been perceived as a striking but simple surface level approach.

Design: BVD
Opinion: Richard Baird