Following on from Brand Scandi – an occasional series (part 1).
I find it interesting to spot products clearly stylised around the Scandinavian/Nordic “brand”.
Here is a Nordic-themed stationery range at Paperchase (spotted September 2015). It seems to be borrowing heavily from Philip Pullman’s Northern Lights. The main consistent image seems to be bears – there are bear-printed gloves, plates, hot water bottle covers, etc. Bears aren’t so common in Denmark so I think in this case ‘Nordic’ refers to the far, far North (hints of Sami/Lapland in some of the patterns, perhaps?), maybe even Greenland. Lots of references to the outdoors too with the leaf patterns and subheading “into the wild”. Notice it’s called Nordic Nights – a nod to Nordic Noir and related dark imagery no doubt.
I’m keen on looking at the history of people’s perception of Denmark and Danishness in the UK. Commodities and their perceived high quality – think bacon and butter – are regularly occurring positive ‘memes’. Here is Lidl imitating Lurpak, for example:
In doing so, Lidl is using the positive associations consumers have with Lurpak to sell its own product. I particularly like the name “Danpak” – a blatant appropriation of the Danish butter brand which actually alludes to its Danishness even more than the original brand’s name. Lidl sells all over Europe, so it seems Denmark’s good reputation for butter stretches farther than just with British consumers.
I’ll keep an eye out for more Scandi style stuff!