Bulletproof is an independently owned, global strategic brand design agency with offices in London, New York, Singapore and Amsterdam.

London, United Kingdom
Founded: 1998
Staff: 50


Packaging Design
Brand Strategy
Brand Identity
Brand Communications
Visual identity systems
Campaign Activation


Heineken UK
Heineken International
Arla Foods
Tim Hortons
Mondeléz International

Sector Experience


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Apetina cooks up a storm in the dairy category with a bold new Bulletproof design

20 June 2017 14:47pm

Arla Foods has teamed up with the London office of strategic brand and packaging design agency Bulletproof to create a contemporary new brand visual identity and packaging design for global cheese brand Apetina. Bulletproof was appointed to the project in May 2016.

With an ambition to reposition Apetina as a cooking cheese brand, Arla Foods needed a design that would drive reappraisal of Apetina, inspiring ‘casual creative cooks’ (those who enjoy experimental cooking and love entertaining in the kitchen) to become more inventive with their cooking habits and start introducing Apetina into their cooking repertoire rather than just using it in the salad bowl.

Bulletproof comments: “We had licence to be bold and disruptive from the get-go in order to shake up the category and change the mind set of our target consumers. Through the established lighthouse identity, our rallying cry was ‘Let’s Play in the Kitchen’. This grounded our product firmly in the cooking arena, while giving us the ability to be playful and expressive.

“The current cooking cheese category is an ocean of cold blue and white, with lacklustre photography focussing on salads and unappetising white cheese. Our aim was to shake up the status quo and dynamically bring to life on pack the exciting culinary opportunities that exist when cooking with Apetina.

“Taking centre stage in our design solution is the new Apetina diamond device, which features an array of delicious, fresh ingredients dynamically bursting out of it to showcase the exciting range of recipes that each cheese can be used with.

“The sumptuous photography is shot top down and captures a real moment within the cooking process without showing final or perfect dishes. This encourages individual expression through culinary experimentation, while ensuring our offer remains attainable. The packs also feature supporting copy on the lids and sides to reinforce the front of pack recipe.

“The brand mark has been simplified and locked up with the new Apetina diamond device, forming a consistent and ownable equity the brand can use on and off-pack moving forward, while ensuring portfolio harmonisation for the 60+ SKUs. A fresh and bold, dark blue colour palette set on a natural wooden texture finishes the design to give maximum shelf impact in store and add natural culinary cues.”

Arun Prabhu, category director for Cooking Cheese at Arla Foods said: “With big ambitions for the Apetina brand, we needed a new brand visual identity and packaging design that would showcase its culinary versatility when used in the cooking pot. Bulletproof used a rigorous strategic process to translate this into a beautiful and effective design, which is sure to drive reappraisal of the brand and deliver our business objectives. We cannot wait to see it in store and are looking forward to the roll out of Bulletproof’s witty communications campaign for the brand later in the year.”

The new Apetina packaging is now in store in the UK and Netherlands with Sweden, Finland, Norway and Poland launching later this year and the rest of the world in 2018.


packaging design
Branding & Packaging
brand identity
Graphic Design
packaging design
Branding & Packaging
brand identity
Graphic Design
packaging design
Branding & Packaging
brand identity
Graphic Design