Bulletproof creates new packaging for Castello Alps Selection
With Arla’s acquisition of an excellent range of cheeses from a unique group of German artisan dairies in the Allgäu mountains, Bulletproof was briefed to create a brand identity, packaging design and visual identity system that conveyed the tradition of the Bavarian mountains.
The challenge was to integrate the traditional handcrafted cheeses into the Castello contemporary brand portfolio. The concept of the ‘Alpine artisanal story’ had to be easy for shoppers to decode, informing them on the taste profile, production and values behind each cheese – allowing the range to be accessible and open for everyone.
Pernille Melbye, Global Senior Brand Manager at Arla said, “With our latest priority launch of Castello Alps Selection cheeses we wanted to communicate Castello values, craftsmanship, tradition and passion – yet with a contemporary twist. Bulletproof turned out to be the perfect partner for this complex task. They developed a broad range of creative packaging that tested extremely well in consumer research. Bulletproof has shown to be excellent in all phases from strategy to creative to account management”.
Nina Fortune, Design Director at Bulletproof said, “Where some brands struggle for provenance and heritage, Castello Alps Selection was overflowing with engaging stories and time honored traditions. We wanted the packaging to capture this by taking the traditional cheese wheel format and break it into wedges, each section revealing the passion and craftsmanship that is passed down from generation to generation”.
The Castello Alps Selection range is being released in October 2012 in the US and Canada, with a global rollout to follow over the next year.