Valio Atleet Cheese

Derrick Lin


Creative Agency: Branding agency DS 1
Project Type: Produced, Commercial Work
Client: Valio
Location: Russia
Packaging Contents: Cheese

Legendary Atleet cheese from Valio returns into the Russian market.

Branding agency DS 1 has completed the project of developing a new packaging design for Atleet cheese.

Atleet cheese is being produced for more than thirty years, the first time it was produced in 1984 in Estonia. This cheese has not only bright creamy taste, but also – as any high quality cheese – rich with protein, calcium, vitamins and minerals. It greatly suits to the active people involved in sports and leading a healthy lifestyle. Even the name Atleet reflects this principle.

In 2016 Valio resumes the sales of Atleet cheese produced in Russia. The marketing department decided to make a new packaging design for more fabulous relaunch. The task for the branding agency DS 1 was to make a modern, bright, dynamic and attractive design. Colorful blocks and shapes reflect sporty mood and modern active life, making the design unusual and unforgettable. DS 1 team proposed to use blue as basic color as it was at the previous design.

The product variety is supported by color changing of one of the block and taste inscription. Ornate font reminds us about calligraphy used in the sport brand collections in the last century. This writing emphasizes long-standing Atleet cheese-making traditions and sports «principles». We put benefits on the packaging to highlight the value of the cheese for the consumer.

Terse design gives Valio an image of expert of healthy eating. Deep and saturated colors make cheese Atleet packaging premium. Unusual design differs product on the shelf from competitors and remarkable colors make it impressive.