Arla Foods has teamed up with the London office of strategic brand and packaging design agency Bulletproof to create a contemporary new brand visual identity and packaging design for global cheese brand Apetina. Bulletproof was appointed to the project in May 2016.
“With an ambition to reposition Apetina as a cooking cheese brand, Arla Foods needed a design that would drive reappraisal, inspiring ‘casual creative cooks’ (those who enjoy experimental cooking and love entertaining in the kitchen) 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.”
Bulletproof comments: “We had license to be bold and disruptive from the get-go in order to shake up the category and change the mindset of our target consumers. 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.
