Schulstad Grøntsagsbrød

Designing an honest packaging for a new type of bread

Schulstad is a Danish bread company with more than 150 years of experience in bread making. In 2017 they launched a new innovative line of vegetable bread. This type of bread is the first of its kind in the Danish bread market. To emphasize this new product Schulstad needed to communicate the product benefits in a clear and distinctive way.


We decided to work with the ingredients as the hero element of the design. Through handmade illustrations we designed a packaging that captured the charm of fresh home grown vegetables. This added an artisan and personal feel to the design that hadn’t been seen before in the bread market. Using fresh and bright colours also enhanced each vegetable ingredient and helped the bread stand out on the shelf.







Art Direction & Illustration

The vegetable illustrations are inspired by Danish Botany Books and herbaria. The careful attention to detail help give a sense of authenticity and personality to the design.

    Additional Credits

  • Louise Brandt Overgaard Illustrator

    What we did

  • Packaging Design
  • Art Direction
  • Illustration Concept
  • Retouch
  • Artwork Production