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New Packaging Redesign for Danish Dairy Brand

New Packaging Redesign for Danish Dairy Brand

IDna Group – Kærgården

“Copenhagen-based IDna Group designed the new packaging for the Danish Arla-brand Kærgården. Kærgården was the first brand to introduce a butter like spread in Denmark back in 1990. Since then, the competition has increased, new brands and private labels gained market shares and Kærgården saw a need to reposition themselves as the hero of the category in Denmark.

The design challenge was to give the packaging a premium feeling, and to a clear link on the original design and the fact that Kærgården was first on the Danish market with spreadable. Furthermore, the new design created a clear hierarchy between the different flavors.

The lid is printed before it is shaped, which makes room for print on the edges of the lid. This solution ensures a block effect and hereby a great shelf impact. The packaging is designed with a metallic effect which gives shine and enhances the smooth and silky background pattern.”

CREDIT

  • Agency/Creative: IDna Group
  • Article Title: New Packaging Redesign for Danish Dairy Brand
  • Organisation/Entity: Agency Commercial / Published
  • Project Type: Packaging
  • Agency/Creative Country: Denmark
  • Market Region: Europe

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