Sweden’s most iconic cheeses – Präst®, Herrgård® and Grevé® – are under threat. With the protection of traditional cheese names being challenged at EU level, the cheese’s Swedish origins can no longer be taken for granted. By bringing together two iconic Swedish heritage brands, Svenska Ostklassiker and Gustavsbergs Porslinsfabrik, we transformed a message about Swedish cheese production into an unexpected design collaboration with genuine cultural relevance.

Swedish lifestyle media and influencers would never tell a story about the importance of choosing Swedish cheese. So instead, we created one they actually wanted to share. The result earned attention far beyond traditional food media, while communicating the message we set out to deliver: Swedish craftsmanship, heritage and production are worth protecting.