Smooth New Design for Fazer Aito’s Oat Gurt Range

Creative agency, BrandMe, introduces a new packaging range design for well-loved plant-based brand Fazer Aito, to accompany the brand’s renewal of its oat gurt range.
Fazer Aito oat gurts have undergone a complete transformation in terms of flavour, texture and packaging. BrandMe’s challenge was to convey the range’s new taste experience that delivers on consumer expectations for plant-based gurts to resemble the taste and texture of dairy yogurts.
BrandMe’s design captures the delicious new creamy texture and fruity flavours of the products through showcasing the soft, velvety texture of the gurt front and centre on the pack and surrounding it with appetizing fruit illustrations and smooth, generous typography.

A bright, impactful colour story has been curated across the range, which floods the pack for extra vibrancy and conveys the variety of flavours on offer. The result is a dynamic range line-up that comes in three different pack sizes to cater for all occasions.

BrandMe’s Client Business Director, Lindsay Simpson says,
‘Finland has the highest percentage of plant-based gurt consumers in the world. Fazer Aito’s new production method delivers on the taste promise that these consumers desire. Our role was to ensure that the delicious taste, texture and well-being enhancing benefits of the products were brought to life on pack, and to stand out in busy fixtures in stores.’

Marianna Haavisto (Marketing Manager at Fazer) and Essi Milen (Packaging Design at Fazer) share,
‘It is always a pleasure to work with BrandMe! Their design expertise creates true value to the brand. They succeeded in building a delicious design architecture for our Fazer Aito Smooth gurt range with clear and recognizable assets. We have also received good feedback from the consumers.’