Derrick Lin


Agency: BrandMe
Designer: Adam Wilford
Project Type: Produced, Commercial Work
Client: Lantmännen
Location: London, England
Packaging Contents: Cereal
Packaging Materials: Cardboard Box

New Start! range, Made in Jarna with Love…

Lantmännen are launching a new line extension for Start!, the iconic cereal brand which first became a household name in 1974, as Sweden’s first ever granola. The line extension is the culmination of a brand repositioning, new logo and packaging design, all by BrandMe. The new line extension clearly signals the brand’s new positioning, its Jarna provenance and its naturally joyful and generous personality.

Start!‘s bold and colourful packaging has remained largely unchanged since the brand launch and historically carried over ‘sweet’ connotations which went against the wholesome proposition of this fruit and nut range.

Adam Wilford and Clare O’Brien, BrandMe’s Design Directors who co-created the new look, say:
“The new pack design builds on Start!’s iconic Swedish heritage and is as striking and uniquely different as the Original ever was. This range signals Start!’s next product generation and is all about ‘storytelling’. It tells the story of Lantmännen’s cooperative of farmers and the town of Jarna, with its perfect climate for growing cereals all year round. The range is made in Sweden and the new look aims to convey the care, integrity and individuality of this Jarna community. Each pack features a different house scene, visually creating a village ‘on shelf’; 100% individual and 100% Swedish.”

Start! granola enjoys a unique ‘oven roasting’ process, which gives the product its special ‘bite quality’. The new range will be available from August in Apple & Hazelnut, Blueberries & Sunflower Seeds, Coconut & Nut and Cocoa & Berries.