Conceptual design for the iconic Royal Dansk brand

This project proposes a comprehensive redesign of the Royal Dansk logo, the emblematic butter cookie brand, with the goal of updating its visual identity through a more modern and appealing typographic approach. The intention is to preserve the heritage of the brand while introducing fresh elements that resonate with contemporary consumers.

The creative concept centers on enhancing the brand’s signature royal blue color, reinforcing its recognition, trust, and legacy. This iconic hue not only maintains the nostalgic connection with loyal customers but also stands out on shelves, offering a bold and elegant visual impact. The logo has been simplified and stylized, offering a cleaner look that reflects both tradition and innovation.

In addition, the image of the cookies has been enhanced to give it greater prominence. It now occupies a key place in the packaging design, bringing the product to life through high-quality photography that emphasizes texture, freshness, and flavor. The cookies appear more inviting and indulgent, appealing directly to the senses and reinforcing the product’s premium quality.

As part of this renewal, three new varieties have been introduced to expand the traditional range: CLASSIC, CHOCOMIX, and CHOCO. These additions cater to a wider audience, especially those with a passion for chocolate and variety. Each variant has its own color-coded label and subtle design nuances to differentiate it while remaining cohesive within the overall brand family.

This redesign aims not only to modernize the look of Royal Dansk but also to position it for growth in new markets. By retaining the essence of what made it beloved in the first place and combining it with a forward-looking design strategy, Royal Dansk connects with a new generation of consumers—those who value both authenticity and aesthetic appeal.