New butter brand and in-home experience

Here is a very good piece of innovation & design work for something as basic as butter. A holistic approach to the food product and its packaging, where the in-home experience has been key. Compliments to Pearlfisher and Arla.

“As part of a long-term relationship with Arla, Pearlfisher have created a new addition to the Lurpak range – Slow Churned Butter. The work spans brand strategy, structure innovation, packaging design and in-home experience.

Lurpak Slow Churned Butter is a distinctively delicious butter made using traditional dairy craftsmanship. It uses the famous and loved Lurpak recipe, but is made with a method inspired by the early dairy tradition – the cream is churned very slowly and is made in small batches to allow a unique fuller Lurpak taste and texture to develop. Pearlfisher’s challenge for this project was to nurture what makes Lurpak iconic whilst developing a new brand design that would sit comfortably within the Lurpak portfolio and alongside the full range on the shelf. The result is a premium offer within the category that appeals to people who enjoy pure unadorned butter moments – it is the butter for butter connoisseurs.

Arla Vice President Global Butter & Spreads, Laurence Fischer, commented, “Lurpak speaks to an audience of food lovers, because like them, it knows that food matters. The quality of ingredients and where they come from is essential. It is about great food and the
role it can play in making life enjoyable. With our products we look to encourage experimentation, invention and enjoyment in the kitchen. We may be over 100 years old but we look forward not back. We are modern and progressive.”