| Title | ARLA MILK PACKAGING |
| Brand | ARLA FINLAND |
| Product/Service | ARLA MILK PACKAGES |
| Category |
D02. DRINKS |
|
Entrant Company
|
358 Helsinki, FINLAND
|
|
Advertising Agency
|
358 Helsinki, FINLAND
|
Credits
| Mikael Kivelä |
|
Designer |
| Elina Vuorinen |
|
Designer |
| Sanna Mander |
|
Illustrator |
| Eili/Kaija Kuusniemi |
|
Illustrator |
| Iina Merikallio |
|
Creative Director |
| Tuukka Tujula |
358 |
Creative Director |
| Iina Merikallio |
|
Copywriter |
| Tuukka Tujula |
358 |
Art Director |
| Peter Barmer |
358 |
Strategist |
| Kimmo Tupala |
358 |
Client Team Director |
| Elina Fredén |
358 |
Agency Producer |
| Isa Jokela/Gomes |
358 |
Studio Ad |
Brief Explanation
The objective was to create a strong and distinctive design concept for the milk range to communicate the origin of the products. The key objective of the project was to communicate that Arla milk comes from. One of the key challenges was that all the key competitors, including private labels, were also communicating strongly about the Finnish origin of their milk, but all players were doing it in a traditional, quite nationalistic way. So we had to take another, more modern and distinctive approach.
The Brief
When Arla started selling exclusively local milk in Finland in May 2014, it wanted to take actions to make it absolutely clear for Finns where their milk comes from. That was the main goal of the brief. The #2 player on the Finnish market, international dairy Arla with Scandinavian origins, had a problem. Due to a merger with a local dairy Ingman, people were confused about the origin of Arla and especially the origin of Arla´s milk.
How the final design was conceived
The design process resulted in a clear concept “Milk from Finland” that is based on water-coloured illustrations on Finnish life that make the packages instantly recognizable – the packages are livened up with seasonal details. Each product type has its own motif to ease consumer navigation. Stripes indicate basic milks, balls point out low-lactose products whereas waves mean non-lactose. Bacteria-boosted soured milks are signposted with triangles.
To make sure that the key message goes through clearly, the origin of the milk is communicated in the naming of the products. “Maitoa Suomesta” means “Milk from Finland”, in all simplicity.
Indication of how successful the outcome was in the market
Most importantly, no-one seems to doubt any longer that Arla milk is Finnish and the reaction on the market has been very positive. The redesign of Arla milk has been very well received by Finnish consumers and the trade. This is a major and quite recent change, so unfortunately no actual long-term figures nor research data is yet available.