Storecheck Denmark – high-quality minimalism, hygge and the courage to be creative

Germany’s northern neighbor Denmark is known for three things above all: minimalist designs, high quality and hygge.

Whether it’s furniture and home accessories, clothing and other textiles or food, Danish products generally impress with their outstanding quality features and high utility. They are also typically simple in design and embody modern elegance. Less is more: this motto often applies to the external characteristics of the products – but only to these. Danish manufacturers attach great importance to what awaits the user on the inside. They wrap maximum functionality in elegant minimalism.

Hygge is an essential part of the Danish tradition. At its core, this term describes a way of life or philosophy that focuses on creating a cozy, warm atmosphere in which you can enjoy the good things in life together with your loved ones. There are many different symbols that characterize hygge, such as the bright, warm glow of candles and happy get-togethers with family and friends. The Danes are considered the happiest people in the world – and hygge probably plays a large part in this.

During our store check in Denmark, we encountered all of these typical Danish characteristics – but in a sometimes surprising variety. And at the latest since our stay in the scenically and culturally fascinating kingdom, we know that the Danes like to leave their cherished minimalism to one side and show the courage to be creative. In the following, we present the seven most striking and exciting findings from our business trip through Denmark in the truest sense of the word.

Monochromatic and reduced typography

Of course, we start with the most unique selling point of typical Danish and Scandinavian products in general: The reigning minimalism is also omnipresent in the stores. However, the Danish brands can by no means be accused of designing their products in an uninspired or even boring way. Rather, it is a stylish, appealing simplicity that is inherent in the packaging. Although they have a minimalist design, they appear unique and catch the eye.

Most product packaging is characterized by minimalist graphics – i.e. a predominantly monochromatic design with simple typography. However, the color used is generally relatively bright and striking and the font is clearly recognizable and eye-catching, especially in its deliberate restraint. Good examples of this are the packaging from The Mallows, Hansens and Mill & Mortar.

Interesting patterns for a hygge look

It is not uncommon for Danish brands to complement the minimalist basic design of their packaging with equally minimalist but interesting patterns, which usually give the products a “hygge” look. Common motifs include natural elements such as flowers and leaves, for example in Them’s cheese products, but also interwoven geometric shapes, as can be seen on the rice packaging of the Gestus brand.

Other products feature abstract patterns. Meyers ciders are a good example of this. And then there are brands such as Grød, which rely on very detailed patterns, but do not lose sight of their minimalist principles.

Strong color coding for easy differentiation

Back to the colors: Strong color coding is (also) a clear trend in Denmark. Brands are dipping the different varieties of their products in their own color. This has a doubly positive effect: Firstly, it makes it easier for consumers to distinguish between them and secondly, the brightly colored shelf casts a good light on the brand in question, giving it an optimistic, cheerful impression.

Creatively marketed pull-out chocolate bars

The Danish premium brand Simply Chocolate’s alternatively marketed and presented chocolate bars show that, despite their focus on minimalism and coziness, the Danes can also be crazy in the best sense of the word. The high-quality chocolate bars are presented in strikingly designed containers from which the customer pulls them out.

Consumers can also take bars from other brands from hanging boxes. The most important unique selling points of the specific manufacturer are written briefly and concisely on the containers. An appetizing food shot is also shown to encourage the customer to buy.

Unusual designs for beer cans

Just how much creativity there really is in the Danes becomes clear when you look at the beer cans. If you are only used to German beer and look for the drink in Danish supermarkets, it can easily happen that you don’t recognize it straight away. While this product category is mainly dominated by classic designs with heraldic motifs and logos, beer companies from Denmark take a modern, unusual and – get this – anything but minimalist approach.

Whether Alefarm Brewing from Greve, Mikkeller from Copenhagen or Amager Bryghus from Kastrup: Danish breweries design their beer cans in unusually colorful ways, for example with eye-catching patterns, stylish illustrations or certain characters, which are often implemented in a humorous way. Other cans feature artistic, sometimes abstract images of nature that inspire admiration, dreaming and reflection. In short: when it comes to the design of their beer cans, the Danes obviously cultivate an unimagined creativity.

Frozen products in black

You don’t see frozen products in black packaging every day, especially not here in Germany. In Denmark, however, this seems to be a trend. However, in order not to make their products appear gloomy, brands such as Mou use bold, bright colors for the lettering and food shots, which stand out against the dark background and act as an eye-catcher. The white logo also stands out tastefully.

Earth Control as a prime example of sustainability

The Danes are not only “hyggelig”, but also environmentally conscious. It is therefore no wonder that sustainability plays a particularly important role in Denmark and that Danish brands strive to meet the high environmental demands of consumers. A prime example of such a manufacturer is Earth Control, a brand whose range is primarily made up of nuts, seeds and dried fruit.

According to the brand, its range is aimed at those who are interested in the origin of the products and are looking for authenticity, who want to break free from the power of habit in order to experiment boldly. The company describes its own philosophy as follows:

“We understand the connection between cultivation, processing and preparation. We call this value chain Earth Control. Because the value of the product is only guaranteed if we treat the soil with respect during cultivation and harvesting so that it can remain healthy and fertile. And because the value only really comes into play when you hold the product in your hands. We know that you are looking for the real thing.”