Bulletproof recently created a contemporary new brand, visual identity and packaging design for global cheese brand Apetina. With an ambition to reposition Apetina as a cooking cheese brand, Arla Foods needed a design that would drive reappraisal, inspiring 'casual creative cooks' to become more inventive with their cooking habits and start introducing Apetina into their cooking repertoire rather than just using it in the salad bowl.
"We had licence to be bold and disruptive from the get-go in order to shake up the category and change the mindset of our target consumers," Bulletproof commented. "Through the established lighthouse identity, our rallying cry was 'Let's Play in the Kitchen.' This grounded our product firmly in the cooking arena, while giving us the ability to be playful and expressive.
"The current cooking cheese category is an ocean of cold blue and white, with lacklustre photography focussing on salads and unappetizing white cheese. Our aim was to shake up the status quo and dynamically bring to life on pack the exciting culinary opportunities that exist when cooking with Apetina.
"Taking center stage in our design is the new Apetina diamond device, which frames an array of delicious, fresh ingredients chosen to complement each variant, alluding to the exciting variety of recipes that can be created with each cheese.
"The sumptuous photography is shot top down and captures a real moment within the cooking process without showing final or perfect dishes. This encourages individual expression through culinary experimentation, while ensuring our offer remains attainable. The packs also feature supporting copy on the lids and sides to reinforce the front of pack recipe suggestion.
"The brand mark has been simplified and locked up with the new Apetina diamond device, forming a consistent and ownable equity the brand can use on and off-pack moving forward, while ensuring portfolio harmonisation for the 60+ SKUs. A fresh and bold, dark blue color palette set on a natural wooden texture finishes the design to give maximum shelf impact in store and add natural culinary cues."
The new Apetina packaging is now in store in the UK and Netherlands with Sweden, Finland, Norway and Poland launching later this year and the rest of the world in 2018.