Duni Group Strengthens Communication and Brand Identity on the Intranet

The Swedish Duni Group has recently updated its intranet in line with the group’s new brand identity. In connection with this, the navigation structure, content, and user groups have also been improved. The new solution has contributed to stronger brand and internal communication — and significantly increased engagement. 

“Our relaunched Omnia-based intranet now reflects the Duni Group’s new visual identity. This strengthens and aligns the group’s brand communication and commitment across unit and country boundaries,” says Johanna Cromnow, Corporate Brand Manager at Duni Group, and continues:

“With a completely new navigation and information structure, we have improved findability on the intranet by more than 200%. This, combined with clearer news feeds and a more attractive visual design, has led to a substantial increase in intranet traffic.”

Duni Group is a market leader in sustainable tableware and food packaging solutions for the restaurant sector. The group markets and sells its products under brands such as Duni, BioPak, Paper+Design, and Poppies, represented in more than 50 markets worldwide. Duni Group is listed on NASDAQ Stockholm and employs approximately 2,800 people across 26 countries, with headquarters in Malmö and production facilities in Sweden, Germany, Poland, Slovenia, the UK, and Thailand.

Several years ago, the company implemented an Omnia-based intranet for the entire group — also known as Duniverse. When the Duni Group’s visual identity was recently redesigned, the intranet’s appearance and content also needed an update.

“We had to update the intranet visually and communicatively to align it with our new graphic profile and brand identity. At the same time, we wanted to improve internal communication by refining the structure, navigation, and content,” says Maria Lindman, Editorial Content Manager at Duni Group. 

To identify needs and challenges, a pre-study was conducted across the organization.

The survey revealed that many users found it difficult to navigate and locate information. Only 15% described it as “easy or very easy” to find what they were looking for — meaning that 85% found it “quite to very difficult.” The study also showed that employees considered news among the most valuable types of content — and for many, the main reason for visiting the intranet. 

“Conducting a thorough pre-study, preferably with a UX expert, is the key to a successful project. We spent a lot of time ensuring it was comprehensive and data-driven. Including user statistics is also essential — not only to identify real needs but to follow up afterwards and confirm that the solution meets expectations,” Johanna emphasizes. 

To support the process, Duni Group engaged UX designer and Omnia Coach Sara Olsson early in the project. With her extensive experience and deep understanding of user experience design, Sara helped Johanna and Maria analyze the pre-study findings and define a requirements specification with the right priorities.

Based on the results, the team concluded that both the navigation and information structure needed to be redesigned to improve findability. All global content and user groups were reviewed and updated. The new version of Duniverse was launched just six months after the project began. 

At the start of the project, Johanna and Maria assembled a reference group of around 20 employees representing different professions and user groups across the organization. The group actively contributed throughout the process, testing and evaluating various ideas and solutions — including the design of the new navigation structure. 

“To understand the challenges employees faced, we began by studying their search and navigation behaviors. By analyzing these patterns, we could see how information and search logic needed to be structured. We also realized that much comes down to naming things correctly — clear labeling makes it easier to understand where to find what,” Maria explains.

The navigation and information structure were completely redesigned to make the intranet more user-oriented and intuitive. 

“People now find the content more relevant, current, and much easier to locate. Six months after the new Duniverse launched, 46% said it was ‘easy or very easy’ to find the right information — an improvement of over 200%".

"76% also said they ‘often or always’ find what they’re looking for, up 30%. We’re delighted with the results but not resting on our laurels,” says Johanna.

To make it easier for administrators and editors to create, publish, and manage content, Duni Group has developed a new editorial hub in collaboration with Omnia.

“The new content management dashboards make it much easier for editors to create, review, and follow up on their content. Any content older than 365 days is highlighted so that owners are reminded to review and refresh it if needed. We can also analyze statistics and search behavior directly,” Maria explains, adding:

“We’ve also created simple editorial guidelines and a style guide to ensure brand consistency across Duniverse. In addition, we meet regularly with editors from regional and local sites to follow up and discuss content-related topics.”