Opinion by Richard Baird Posted 6 February 2015
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.