Annas is Sweden's leading producer of gingerbread cookies. Founded as a small bakery in 1929 by two sisters - one of whom was named Anna - it now exports gingerbead cookies around the world. Since 2008 it is owned by the Belgian bakery group Lotus Bakeries. Recently, Annas launched a new look on the domestic Swedish market.
Gingerbread cookies are a traditional treat associated with Christmas, and the new packaging emphasizes tradition with slightly darker colours and retro typography and decorations. The modern Annas logo clearly didn't fit into the new proposition and has been replaced by a more restrained wordmark and a portrait of Anna.
The Annas brand is also present in North America where it has a completely different look, introduced last year. You can read about it here.
More from the new look: