Lätta Packaging relaunch
| Fact |
Value |
| Contact |
Hamburg |
| Client |
Unilever
Lätta |
| Project |
Packaging relaunch |
| Industry |
Consumer Goods |
| Timeline |
14 Months
Oct 04 - Dec 05 |
| Services |
Packaging Design
Opportunities and Insight Report
Brand Architecture
Brand Audit (including VISEQS)
Competitive Analysis
|
| Team size |
6 The Brand Union
4 Client |
Since summer 2007 Lätta has also been available as a freshness duo in miniature format. All it takes is a simple "snip, snap" to separate the two 100 gram cups. So you now have a fresh LÄTTA available for any occasion – one for breakfast at home and the second one for the office or a picnic in the park. We visually translated the easy application with the fresh, light blue "snip, snap" eye-catcher.
Lätta, a pioneer in the segment of low-fat margarine since its market launch in 1987, is the undisputed market leader in Germany. As a brand, Lätta mainly symbolises an easy-going nature, lightness and freshness. Due to the cool, static look of the previous design, however, these properties were pushed into the background.
The Brand Union was given the task of carrying out the relaunch with the objective of harmonising and modernising the look of the entire range consisting of Lätta low-fat margarine, Lätta with yoghurt and Lätta extra fit. Fresh, light and friendly – that was to be Lätta's new brand image on the market.
Joie de vivre
The new design concept does away with the previous – rather cool, dispassionate – look. The design conveys to consumers a positive, joyful attitude towards life. This makes the new Lätta products just perfect for starting the day in a good mood.
Harmony
The line extensions integrate into the range with individual subtle differences, forming a harmonious overall picture. The brand family clearly signals to consumers that it constitutes a unit.
The logo – joyful & light
Since the brand's appearance is largely dominated by its striking logo, modifying the logo was key for a successful relaunch. Straightening the arms of the T's, the slanted position of the logo and the fresh blue highlight colour in the 'L' and the 'Ä' take away the sense of weight that the technically looking previous logo conveyed. We are now communicating the lightness of Lätta, underscoring its product benefit.
The design – dynamic & colourful
Colourful stripes on a bright white background are the new distinguishing marks of the classic Lätta. The wavy lines in the Lätta colours convey a sense of dynamism and a positive attitude towards life. With subtle circles that merge into each other, Lätta yoghurt generates a desire for the creamy, freshly stirred yoghurt, that refines the recipe. For Lätta extra fit we created the blue silhouette of a woman which communicates the character of this extra-light variety in the spirit of the fitness and figure consciousness that has been in vogue.
The new design of the Lätta packaging was distinguished with the internationally renowned iF product design award. The consumers are excited about the new Lätta range as well. In addition to excellent market research results for the design, sales for all three products increased considerably after the relaunch.
