Arla Foods had developed a product with only the natural sweetness of fruits and berries. Our task was to design a packaging and communications concept to appeal to both families and natural yogurt lovers.
We designed packaging as revolutionary as the new Arla Luonto+ product line. During consumer taste tests we found that packaging needed to be clearly differentiated from the conventions of the category.
What could better represent pure, natural flavours than nature itself? The idea came from an epiphany that birds catch the ripest and sweetest fruits that nature has to offer. We gave Luonto+ flavours different bird personalities and illustrated them in a sympathetic, approachable and gentle way.