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The challenge

IKEA arrived in the UK 21 years ago. The brief called for the creation of an event identity for IKEA’s 21st birthday publicity, press events and celebrations. The concept had to be visually strong and flexible enough to work at any size, across any format.

The solution

IKEA’s flat pack assembly character holding a birthday cake was used to brand the entire national press event including step by step instructions as to how to make a birthday cake IKEA style! Collateral included invites, brochure, signage, t-shirts, cakes and murals.