Sometimes, just a hint is enough
Striking the happy medium
The yogurt aisle is dominated by two product types: plain, natural yogurts and flavoured, but in people’s eyes sugary, ones. Arla detected a business opportunity lurking in between: could they conjure up something new and exciting that combines the best of both worlds?
We studied consumers’ relationship with yogurt: how they like it and when. The work validated Arla’s initial idea: people expect fresh, new tastes. To answer this demand, they created a product range with only a hint of flavour, Arla Pehmoinen (Finnish for mellow or soft). The whiff of camomile or blackcurrant leaf in the natural yogurt creates a delicate, but sumptuous taste.
Taste and design perfectly in tune
As said, the product is not your usual breakfast yogurt. That meant that we needed to articulate the concept in a crisp and clear manner through the packaging design. The overall feeling must be light and classical, just like the natural taste of the product.
The botanical identity stood out as the consumer favourite. It redeems the promise of naturalness with its unpretentious and lucid layout. Ossi Hiekkala created the herbarium-inspired vintage illustrations that tell the story of a delightfully fresh, high-quality product – a classic already at birth.