FDBusiness.com

Pi Global were briefed to create a strongly branded Apetina range. The aim was to create a clear visual communication hierarchy and segmentation system established for the ever increasing portfolio and to build an emotional connection with their target market

Arla Apetina is a feta-type cheese brand that has played a central role in Arla Foods history since the 1970s and continues to be one of Arla’s strongest international brands.

With the markets Apetina competes in becoming increasingly saturated and their prices are being undercut by private label alternatives, Arla felt it vital that Apetina’s brand packaging was refreshed to entice new consumers and keep the product fresh in the fiercely competitive market.

pi global’s design team  responded by using a circular branding unit (EBU) to act as an anchor point on shelf and create an Apetina brand block. The product photography was reshot and displayed on-pack in a swoosh amongst a serving suggestion to create fresh and dynamic appetite appeal. They segmented the range by types of cheese, each type being indicated by a  solid background colour against which the imagery sits to help consumers pick their favourite type of Apetina.

Daphne Hine, design director at pi global said, ‘The new Apetina range design was conceived and executed to help deliver a much needed breath of fresh air within the cheese fixture.”