A premium feeling to an original design

Kærgården, Arla

The design challenge was to give the packaging a premium feeling, and to 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.

Project details

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 lid is printed before it is shaped, which makes room for print on the edges of the lid. This solution ensures a block effect and hereby a great shelf impact. The packaging is designed with a metallic effect which gives shine and enhances the smooth and silky background pattern.

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A premium feeling with a clear link on the original design and the fact that Kærgården was first on the Danish market with spreadable.

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