The Danish Whole Grain Partnership

Danish men will happily eat rye bread all day. Rolls, buns and white bread are another story: that's where the whole grain disappears. So we used what always works on a Danish man, an uncle joke. In Danish, "fuld" means both full and drunk, and "Danskerne er ikke fulde nok af fuldkorn" was born.

The numbers backed it up. In 2011-13, Danes ate 63 g of whole grain a day against a recommended 75 g, and only 27% of adults hit the target (DTU).

I designed it like an old bar sign, with light-bulb lettering in teal, cream and orange. It's a night out, not a lecture.