We undertook a full category and competitor audit and then explored potential creative territories that Arla could own. It was a collaborative process with the client both in the UK and Denmark.

We took inspiration from the ‘contrasts’ of the yogurt and its homeland. Iceland is a land of contrasts, underneath the cold and purity of its landscape, is a country bursting with idiosyncratic beauty; a land of vibrant colours and energy. And the yogurt is just the same – under its pure, fresh tasting surface lies a surprising world of refreshing textures and flavours, packed with delicious goodness and health benefits.

The iceberg within the design represents the pure yet satisfyingly thick and silky yogurt, whilst the watercolour illustration under the surface bursts with flavour and energy, creating a visual difference from the category norms of rendered fruit on spoons.

The use of metallic silver helps the product stand out in a category that is fluctuated in colour, whilst creating a fresher looking design that appeals to people looking for a low fat / healthy product.

We were really excited to work with the Arla team to help launch a genuinely new-to-market product. Inspired by the product story and developed with consumer insight, we wanted to create a look and feel that would evoke the clean, refreshing, Icelandic experience associated with Skyr that felt different to anything else in the category.

The end result is a clean and visually refreshing design that really gets across the exciting product story and taste experience in a premium way, whilst breaking away from the usual category norms.

The designs create the cut through that is needed to succeed in a competitive and crowded market.

The brand has only just launched so no sales figures are available, however the client is extremely happy and this project has won a lot of kudos within Arla both in the UK and Denmark. Skyr has gained listings in most of the major supermarkets.