Location: Leeds, UK
Project Type: Produced, Commercial
Elmwood takes inspiration from the Icelandic landscape for the launch of Arla Skyr yogurt range
Global brand design consultancy Elmwood took inspiration from the Nordic scenery for its latest project with existing client, Arla Foods.
The Arla Skyr yogurt range is the first Icelandic style yogurt to enter into UK supermarkets. In a highly competitive market, Arla Foods recognised that the range needed a packaging design that would stand out from the crowd and engage consumers.
Inspired by the product story, Elmwood brought the design to life using the contrasts of the yogurt together with the contrasts of its heritage.
“Underneath the cold and purity of its landscape, Iceland is a country bursting with idiosyncratic beauty. The Nordic island is a land of vibrant colours and energy and we identified that the Skyr range has been developed in the same way” says Zoe Phillipson, Elmwood Design Director, who led the team for the project.
Zoe continues: “Under its pure, fresh tasting surface lies a surprising world of refreshing textures and flavours, packed with delicious goodness and health benefits. These differences stood out to us and formed the starting point for our designs.”
The design leads with an iceberg to denote the pure, yet satisfyingly thick and silky yogurt texture, whilst the water beneath it creatively expresses flavour and energy.
The two distinctions were visually placed together to illustrate the product’s point of difference and ensure the range stood out amongst the category and differentiated Arla Skyr from the traditional ‘fruit on spoon’ designs.
Zoe continues: “We were instantly inspired by the product story and used that, with key consumer insight, to create a look and feel that would evoke the clean, refreshing Icelandic experience associated with the Icelandic style Skyr yogurt range.
“We were really excited to work with the Arla team to help launch a new product to the market. This has been a really fantastic brief to work on and we’re delighted with the end result.”
Sam Dolan, Arla Foods Yogurts Senior Brand Manager says: “The Elmwood team have once again proved themselves as outstanding designers by successfully delivering a creative solution that exceeds the brief given to them.
“In a market filled with fierce competition we needed a packaging design that would pull the Skyr range out from the crowds. This design does just that. It oozes quality, individuality and pure freshness – exactly what we wanted.”
The Arla Foods Icelandic style Skyr yogurt range launched this month in Asda stores nationwide. Further rollouts planned for the year include Tesco, Sainsburys and Morrisons.