Reviving Denmark’s iconic ice cream brands through heritage-driven strategy and design.
Unlocking competitive advantage by reinforcing national heritage in a highly competitive market.
Denmark is one of Europe's most dynamic ice cream markets, where year-round consumption drives constant innovation—from vegan, gluten-free, and organic variations to liquid nitrogen-infused ice cream. Premier Is, one of the country's leading producers, holds two of its most historic brands: Gammeldags and Mejerigaarden.
Premier Is is the only major producer manufacturing 100% of its products within Denmark, but its previous packaging failed to communicate this key competitive advantage. To protect its market leadership and revitalize both flagships, Premier Is needed to rediscover each brand's distinct historical roots.
Crafting distinct brand narratives and visual identities rooted in authentic Danish history and local provenance.
Competing against leading local Danish agencies, Mildberry won the pitch to lead the strategic consulting, portfolio expansion support, and complete visual redesign for both iconic lines.
As Denmark’s oldest ice cream brand, Gammeldags is a national symbol of tradition. To honor this history, we integrated real 20th-century archival photographs taken at the original Thisted dairy directly into the packaging design, grounding the product in undeniable historical authenticity.
Positioned around premium organic Danish cream and local sourcing, Mejerigaarden’s visual identity was inspired by early 20th-century Scandinavian industrial architecture. We reinterpreted historic factory mosaic patterns into geometric motifs and restored a classic bas-relief female figure into the brand's logo.
We aligned the new visual identities across an expanded flavor portfolio ensuring every SKU clearly highlighted Premier Is’s 100% Danish production footprint.
Restored category leadership and a celebrated return to national retail shelves across Denmark.
The updated Gammeldags and Mejerigaarden lines successfully launched across Danish retail, establishing a distinct emotional connection with local consumers. By translating historical archives and architectural elements into contemporary design systems, Mildberry helped Premier Is turn its Danish production roots into an unmissable competitive edge.
The re-branding strengthened Premier Is’s market position, proving that authentic historical storytelling combined with clear local provenance can revitalize legacy brands in a modern, fast-moving category.
