Puck

Agency: pi global
Project Type: Produced, Commercial Work
Client: Arla
Location, Middle East, Global
Packaging Contents: Dairy
Packaging Materials: Plastic, carton, glass

pi global revitalises the global brand identity and packaging design for Puck from Arla Foods, managing all design, artwork and global roll-out.

Following a 3 way competitive pitch in June 2014, pi global were appointed by Arla Foods in the Middle East to redesign the entire Puck product portfolio, consisting of dairy and cooking products, in excess of 80 SKUs for the global market.

The primary objective of the redesign was to echo the new brand positioning of ‘mealtime joy everyday’ and help Mums to shine and provide a variety of tasty and enjoyable food solutions for every meal occasion. In addition, the brand needed to inspire, educate and engage consumers of usage occasions and create new ones to help grow the category.

The colour palette for the range is bold and playful and the natural food photography conveys taste and inspiration for Mum.

The creation of an extractable branding unit (EBU) allows the visual identity to be applied to any consumer touch-point with ease and the brand achieves powerful shelf standout with the use of one lead language for the brand name, communicating its truly international credentials.

Navigating the various categories which Puck represents in-store can be challenging for the consumer in Middle Eastern markets and so it was crucial that pi understood all of the cultural nuances before the project started. Therefore, on-pack hierarchy, visual brand architecture, translation and type-setting were all essential parts of the project which pi delivered for Arla Foods.

The range will be launched gradually into global markets beginning with the core products; white cheese and mozzarella.

pi global is continuing to work with Arla Foods on a variety of NPD initiatives to ensure consistency and harmony throughout the Puck portfolio.

What’s Unique?
As part of the redesign, pi created a holding device on pack affectionately known as the ‘Puck cradle’ which now forms part of the Puck visual equity toolbox. It creates an emotive connection between the brand and packaging and can be used holistically across all off-pack communications. In addition, it celebrates the idea of Mum being at the heart of her family, always ready to share the mealtime joy.