Kæmpe Pålæg Packaging

When my roommate brought home this kæmpe pålæg chokolade and a giant loaf of fresh french bread, then offered that I have some, I nearly squealed in delight. Oh wait, I did squeal in delight.

First off, these small thin pieces of chocolate hold special memories for me…my Danish grandmother would always let my sister and I have a special treat sandwich after our regular lunch of rye bread and pickled herring that consisted of pålæg chokolade on a buttered piece of white bread. In our minds and bellies this was a slice of heaven on top of a slice of heaven, and we called it a Mormor Mad (grandmother sandwich).

Secondly, look at that packaging! Unabashedly simplistic and retro in all the right ways: a strong diagonal and utilitarian color palette, rad Danish letters, and exactly duplicate front and back designs (who needs to know more than that this small cardboard box contains LARGE DARK CHOCOLATE TO PUT ON SANDWICHES?).

I love it. I wish it were a poster. Maybe it will be someday.