Boncena

From niche importer to brand with momentum

Boncena started as Sweden’s leading importer of high-quality Croatian food - but in 2023, they made the leap from distributor to brand owner. Together with Motherland, they launched a new own-brand strategy to bring Mediterranean flavors into Swedish homes, combining storytelling, packaging design, and commercial clarity.

The result? A turnaround from negative to positive margins in just one year, a clear sign that the strategy is working and the brand is gaining traction.



Our role

• Strategic partner since brand inception
  
• Brand platform and positioning
  
• Naming, storytelling, and identity system
  
• Packaging design for Boncena range
  
• Go-to-market materials and trade presentation assets
  
  

Business performance: Boncena key indicators

Why it worked

• From importer to identity – own brand created direct consumer value
  
• Strong story – positioned Croatian food as accessible & premium
  
• Distinctive design – shelf-ready and category-breaking
  
• Commercial clarity – aligned with retail expectations & pricing logic
  
  

Things we’ve done:

• Packaging design
  
  
• Brand identity
  
  
• Value proposition
  
  
• Visual identity
  
  
• Brand guidelines

• Brand communications