ICA Selection – A New Take on Premium

During a course at Berghs, we had the opportunity to redefine ICA Selection’s visual identity, making it modern and inspiring while maintaining its premium appeal. Traditionally, premium products have been associated with luxury and exclusivity, but consumer behavior is shifting.
Our insight: Today’s consumers crave exciting flavors and are willing to invest in unique taste experiences. Social media fuels this curiosity, making global food trends more accessible than ever.
Our concept: We positioned ICA Selection as a brand driven by taste innovation. By introducing unexpected flavor combinations, we create intrigue and offer gourmet experiences at home—without complicated cooking or expensive restaurants.