Designed by Pearlfisher, United Kingdom.
Founding Partner & Chief Creative Officer: Jonathan Ford,
Creative Director: Sarah Cattle
Senior Designer: Vicki Willatts
Head of Words: Sylvie Saunders
Realisation Director: Shaun Jones
Senior Strategist: Rory Fegan
Account Director: Nicci Cooper
Pearlfisher London gets at the forefront of innovation creating Lurpak’s new slow-churned butter brand and in-home experience.
As part of a long-term relationship with Arla, Pearlfisher have created a new addition to the Lurpak range – Slow Churned Butter. The work spans brand strategy, structure innovation, packaging design and in-home experience.
Lurpak Slow Churned Butter is a distinctively delicious butter made using traditional dairy craftsmanship. It uses the famous and loved Lurpak recipe, but is made with a method inspired by the early dairy tradition – the cream is churned very slowly and is made in small batches to allow a unique fuller Lurpak taste and texture to develop.
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. The result is a premium offer within the category that appeals to people who enjoy pure unadorned butter moments – it is the butter for butter connoisseurs.
Rory Fegan, Pearlfisher Senior Strategist, described the strategic approach, “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. The design idea of ‘deliciously authentic’ is executed across the identity, structure, parchment and outer wrap. The distinctive identity and innovative butter dish heroes butter in a novel way, evokes heritage, celebrates taste and brings to life an ‘everyday premium’ food experience – taking butter out of the fridge and putting it at the centre of the table.”
Pearlfisher Realisation Director, Shaun Jones, commented, “The creative process was complemented by a fresh and innovative approach stemming out of the brief to create a structure that plays to the pleasure of butter, allowing better interaction with the product and putting it back at the centre of attention. The presentation pack – which comes in the form of an innovative, beautifully designed and fully recyclable brushed aluminium butter dish – is one of the biggest innovations in the FMCG category. Our design celebrates the specialness of the brand as the most foodie of the Lurpak family, increasing retail visibility and on-shelf differentiation…on shelves that are full of plastic.”
Arla Vice President Global Butter & Spreads, Laurence Fischer, commented, “Lurpak speaks to an audience of food lovers, because like them, it knows that food matters. The quality of ingredients and where they come from is essential. It is about great food and the role it can play in making life enjoyable. With our products we look to encourage experimentation, invention and enjoyment in the kitchen. We may be over 100 years old but we look forward not back. We are modern and progressive.
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.”
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.