- Classic coffee and its packaging history - Arvid Nordquist, 2009
1961-1973[]
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LOGO MISSING |
1973-2002[]
The first major design change happened in 1973. After that, Classic would use a logo consisting of an brown oval with the Swedish coat of arms and the name of the brand in gold on a stripy background.
Only minor changes happened between 1973-2002, such as slight font changes, the adding of ribbon behind the logo and switching from coffee cans to vacuum packages.
2002-2006[]
In March 2002, Classic was given a radical makeover, having recently switched ad agencies from Garbergs to Forsman & Bodenfors. The new graphic design was developed by Happy F&B and included letting an image of Arvid Nordquist himself take a prominent position. They kept the golden colours from the previous packages, but abandoned the dark brown in favour of pastel colours and included more white.
- Rykande färskt från Classic kaffe - Resumé, 21 March 2002
2006-present[]
After a few years with a more populist image, Classic started shifting back to communicate the product's quality and exclusivity. In 2006, the packages were changed again, removing the pastel colours and bringing back some dark yet warm tones.
- Kampanjer på G - Resumé, 5 October 2006