Founded in Sweden in 1919, Wasa is a globally renowned producer of crispbread. Thanks to its high quality and variety of products, the brand gratifies consumers in more than 40 countries, from Scandinavia to America. Wasa successfully became part of the Barilla Group in 1999, and needed to give their digital touchpoint a new look.

We refreshed their website, stepping forward with a more modern look, in line with their new style of communication. We broadened their visual identity with new digital guidelines, ensuring people visiting the new Wasa website will be met with content that is meaningful and inspirational beyond their expectations, thereby building brand awareness, influencing trial, and strengthening brand loyalty. We designed a modular and flexible Design System, adapting to 18 local websites. We designed an icon set with a “hand-made” touch, matching the Wasa Crunch font We elaborated a new tone of voice, headlines, and corporate content, complementing Wasa’s new brand identity. We introduced an inspiration section with recipes and tips to “enjoy Wasa throughout your day”. We built product pages customized for each product, reflecting the design of the packaging, in terms of colors and visual elements. We introduced customizable promotion pages for launching both global and local campaigns and initiatives. Finally, we designed a new contact form, following the new Barilla standards. Together with Wasa, we found new ways to inspire people to reach for Swedish crispbread, not only for the crunch, but also for the commitment the company makes every day to help the planet—all from one global and crisp website design.