Wasa | Design guidelines

The bite-sized travel guide to Wasa’s website redesign

The Great Swedish Adventure:

Founded in Sweden in 1919, Wasa is the world's largest producer of crispbread. Thanks to its high quality and variety of products, the brand gratifies consumers in more than 40 countries from Scandinavia to America. Wasa successfully became part of the Barilla Group in 1999.

The Expedition of Imille:

We refreshed their website with a new Design System to position Wasa as the market leader they are. Stepping forward with a more modern look, in line with their communication. We broadened their visual identity with new digital guidelines, that ensure people visiting the new Wasa website will be met with content that is meaningful and inspirational beyond their expectations, thereby building brand awareness, influencing trial, and strengthening brand loyalty.

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The Main Attractions:

- Design System, modular and flexible, adapting to 18 local websites
- Icon set with a “hand-made” touch, matching the Wasa Crunch font
- Tone of Voice, headlines, and corporate content, complementing Wasa’s new brand identity
- Inspiration section with recipes and tips to “enjoy Wasa throughout your day”
- Product pages customized for each product, reflecting the design of the packaging (colors, visual elements)
- Customizable promotion pages for launching both global and local campaigns and initiatives
- Contact form, following the new Barilla standards

Hungry for more? Check out the project: www.wasa.com