Wasa is a Swedish crispbread brand founded in 1919 in Skellefteå, Sweden, and owned by the Italian Barilla Group since 1999 [1]. The brand’s visual identity has undergone a significant modernization in 2025, introducing a redesigned logo that draws directly from its historical marks.
Design and History
In August 2025, Wasa launched a new visual identity developed by Forsman & Bodenfors of Stockholm, Sweden, with a focus on clarity, recognizability and brand heritage [2]. The updated logo features a large “W” with the recognizable “rye crown” at its center, all placed within a rectangular form inspired by crispbread [3]. According to the company, the new logotype draws inspiration from Wasa’s historical logos and returns to the brand’s roots with a modern twist [4].
The redesign also introduced a new custom typeface and a natural color palette intended to convey warmth, authenticity and Swedish craftsmanship [4]. The brand name now begins with a capital letter, and the packaging structure was clarified to help consumers better understand the product range and its health benefits [1]. The familiar color coding on packages was deliberately retained to help consumers find their favorite crispbread quickly [4].
Earlier in the brand’s history, Wasa used a royal crown above the name, and the company became a Royal Warrant Holder in the 1950s, allowing it to use the Greater Coat of Arms as an emblem on packaging [5]. The brand name derives from the Vasa dynasty, whose coat of arms featured a stylized sheaf of grain (Swedish: vase), which is also the original ingredient of Wasa’s main products [6].
Meaning and Symbolism
The “rye crown” element in the current logo merges two aspects of the brand’s naming: the royal origin (the crown) and the main ingredient (a stylized sheaf of rye) [6]. This icon replaced the earlier royal crown that sat above the letter “S” in the wordmark [6]. The rectangular form surrounding the logo is inspired by the shape of crispbread itself [7].
Typography and Design
The 2025 identity introduced a new, specially developed typeface for the brand [4]. The updated design language was created to bridge tradition and modernity, with an emphasis on naturalness, quality and connection to the brand’s heritage [2]. The redesign was motivated by consumer research showing that many shoppers had difficulty articulating what the brand stands for, prompting a clearer visual communication of Wasa’s purpose [7].
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