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Kærgården by Arla

Design: IDna Group
Designer: Malene Jepsen
Photographer: Lars Ranek
Project Type: Produced, Commercial Work
Client: Arla Danmark
Location: Copenhagen, Denmark
Packaging Contents: Butter spread

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 create 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.

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via Packaging of the World – Creative Package Design Gallery https://ift.tt/2GgQAt5

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