It’s all about the package.

Upon entering Sweden, we were exposed to the everyday lives of Swedish citizens. Immediately, we noticed that there was an air of simplicity to the daily habits we observed. People are pragmatic in their dress, wearing sneakers everywhere, to accommodate cobblestone sidewalks and on-foot journeys from place-to-place. While there were cars on the road, they typically had more than one passenger, and we did not see a single traffic jam, as most citizens take advantage of the effective public transit system.
In a grocery store, Coop, which advertises support for free trade goods, we even noticed utility in the layout of the store and the packaging of all the goods offered. Everything was setup so individuals could come in, buy what they needed and then continue on with their day.
One example of comparable difference in packaging design from what is typically seen in the United States was that of ice cream. In a display case containing Ben & Jerry’s and Häagen-Dazs. There was a distinct difference in color scheme from the US version. While Ben & Jerry’s was still in English and showcased a similar ‘cows on green grass with blue skies’ theme, the shades of colors used were softer, more pastel, and natural looking. There was less frill to the entire sense of the product as a result.
With Häagen-Dazs, the packaging we witnessed was white and red, as opposed to the gold and red we typically see in America. While the boldness of the gold and red conveys luxury, the white and red creates a far more modest sense. In the United States, ice cream is presented as a treat that you deserve, whereas in Sweden it is designed to look more natural and simple, reflecting the general egalitarian attitude of Swedes. Ice cream is a food that everyone deserves to enjoy. It is not a luxury that for some reason you deserve.