Semper goes Schär
When Semper became part of the Schär family, we teamed up with McCann to create a film that would present the brand transition in a warm, visual, and distinctly Nordic way.
The film takes place in a bright, welcoming kitchen with a clear Scandinavian feel. We follow a tender everyday moment between a father and his daughter, where the familiar Semper package is gently torn open to reveal the new Schär brand. A simple yet symbolic gesture that captures the shift between two strong brands while maintaining familiarity for the consumer.
To set the right tone, we built an environment inspired by Nordic design and a sense of folkloric warmth. The lighting is characterized by soft morning light and a warm color palette of yellows, greens, and natural tones. Every detail in the set design, from vintage ceramics and wooden elements to embroidered textiles, was chosen to evoke a feeling of genuine everyday comfort.
The production included both film and still photography, each following the same visual language. Together with McCann, we created an expression that conveys Schär’s values of care, quality, and love for food, while staying true to Semper’s heritage in a natural way.
To mark the launch in Sweden, the campaign was also projected one evening onto the Hötorgsskraporna buildings in Stockholm, turning the skyline yellow in a visual celebration of the new brand.
