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Lurpak Slow Churned Butter unveiled with Pearlfisher

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By Ishbel Macleod, PR and social media consultant

November 14, 2013 | 2 min read

Lurpak has unveiled Slow Churned Butter, a new addition to its range, with brand strategy, structure innovation and packaging design by Pearlfisher.

Pearlfisher’s challenge for this project was to nurture what makes Lurpak iconic whilst developing a new brand design that would sit comfortably within the Lurpak portfolio and alongside the full range on the shelf.

Rory Fegan, Pearlfisher senior strategist, said: “Typically seen as the perfect partner to good food, we had the opportunity to build on Lurpak’s brand credentials and create a new brand that communicates the authenticity, taste and premium quality of the product in a modern way without risking it becoming niche. The design challenge was to create a balance between the Lurpak brand equities and heritage and the artisan positioning of the new Lurpak Slow Churned Butter brand.”

“Working closely with Pearlfisher we created a unique Lurpak brand that shifts the focus from being a food-lovers ingredient to celebrating the way good butter tastes and is consumed. Lurpak Slow Churned Butter identity and the innovative packaging design creates a new in-home brand experience taking FMCG and butter to an entirely new level,” added Arla VP of global butter and spreads, Laurence Fischer.

The new brand and packaging will be launched in the UK in November 2013 and will be rolling out across key global markets throughout 2013 and 2014.

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