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The art of looking great
The science of being seen

Modernising the Royal family

Available in over 50 countries, Royal Dansk Danish Butter Cookies are often described as “the best known butter cookie in the world”. Despite this success, there were concerns that this section of the Danish monarchy was beginning to look just a little bit out of touch.
Our new suit of clothes for Royal Dansk brings the brand right up to date. We de-cluttered the pack and made the product the hero, using up-close, informal photography that leaps off a pure white, tablecloth-textured background. Royal Blue has been retained in the logo and on pack sides, maintaining a visual link with the previous packs. Colour coded product descriptions help differentiate the 5 recipes in the Royal Dansk range.