When I was little, I would browse for hours at the bookstore or supermarket and then choose to buy something, be it a notebook, or a pen, or pencil, which design appeals to me. Even if I don’t need it, I just had this urge and pleasure from buying and then owning something that looks great.

I still do it to this day, from buying shampoo, cereal, pails, biscuits to books - first thing I scan the racks for is the design that appeals to me first. I choose form over function most of the time, although sometimes I still weigh on the function bit depending on item.

Anyways, though I’ve seen this quite some time ago already, but the above are selected images of ASKUL products, done by the magnificent Stockholm Design Lab, who designed the IKEA FOOD packaging as well (which chocolate I had bought because the design was so simple and striking, I just had to buy it…the chocolate has remain untouched in the freezer for more than a year…)