Feta-type cheese brand Arla Apetina has refreshed its brand packaging in a bid to entice new customers and keep the product, which has been around since the 1970s, relevant in the current market place.
Designed by pi global the agency was briefed with creating a strongly branded Apetina range complete with a clear visual messaging. Product photography was reshot and displayed on-pack with the range segmented by type of cheese each defined by a strong, solid background colour to assist customers pick their favourite type of Apetina.
“Apetina’s complex and ever expanding assortment of products going across categories had to be pinned down into a clear system, whilst also delivering clear shelf standout and a more emotional connection with our consumers. The whole Apetina team here at Arla Foods are very pleased with the process and the results of the redesign. It has helped rejuvenate Apetina’s image,” commented a spokesperson from Arla Apetina.
Design director at pi global Daphne Hine, added: “The new Apetina range design was conceived and executed to help deliver a much needed breath of fresh air within the cheese fixture. The ‘food in motion’ photography of the cheese and ingredients expresses spontaneity and freshness and hints at a wide range of uses that firmly plants the idea, in existing and new consumers’ minds, that Apetina is a brand for cooking and not just for salads.”