| Title | LURPAK SLOW CHURNED |
| Brand | ARLA |
| Product/Service | LURPAK |
| Category |
D04. STRUCTURAL DESIGN |
|
Entrant Company
|
PEARLFISHER London, UNITED KINGDOM
|
|
Advertising Agency
|
PEARLFISHER London, UNITED KINGDOM
|
Credits
| Jonathan Ford |
Pearlfisher |
Founding Partner/Chief Creative Officer |
| Natalie Chung |
Pearlfisher |
Creative Director |
| Sarah Cattle |
Pearlfisher |
Creative Director |
| Shaun Jones |
Pearlfisher |
Realistation Director |
| Rory Fegan |
Pearlfisher |
Senior Strategist |
| Vicki Willatts |
Pearlfisher |
Senior Designer |
| Nicci Cooper |
Pearlfisher |
Account Director |
Brief Explanation
The challenge for this project was to find a way to premiumise 'premium'. We needed to nurture what makes Lurpak iconic whilst developing a new premium artisan brand design that would sit comfortably within the Lurpak portfolio and alongside the full range on the shelf.
The Brief
We were challenged to disrupt the butter category with a new brand, graphic and structural packaging design for a new premium addition to the Lurpak range Slow Churned Butter.
How the final design was conceived
The new structure comes in the form of an innovative, fully recyclable brushed aluminium butter dish that is inspired by the materials of traditional butter churns. The new packaging structure brings to life an 'everyday premium' food experience and allows better interaction with the product, taking butter out of the fridge and putting it back at the centre of the table. It is a revolutionary solution that increases retail visibility on shelves that are full of plastic.
Indication of how successful the outcome was in the market
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