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Dairy-free butter alternative positioned as light and bright

Family (and friends) has completed a major refresh for Pure, a premium U.K. dairy-free alternative to butter from Kerry Foods.
FILED IN:  Package design  > Graphic
Pure contains no hydrogenated oils, artificial additives, GM ingredients, or gluten, and it has 70% less fat than butter.

Says, Kerry commissioned Family (and friends) to develop new branding, as awareness of Pure as an everyday and tasty alternative to butter was found to be very low outside of the dairy-intolerant market. Pure wanted to convey to the broader health-conscious consumer base that dairy-free leaves you feeling lighter and brighter and is not just for people with allergies or dietary problems.

The brand, now called Pure Dairy Free, has an impactful, modern-looking logo highlighting this product difference and creating a more specific recall. The new packaging has a cleaner, whiter look that better reflects Pure's qualities—a tasty spread that is also highly versatile for baking and cooking or adding a touch of extra flavor to dishes.

Alex Durbridge, creative partner at Friends (and family) says, "Communicating purity and enjoyment was key. Each product variant carries a different mouth-watering serving suggestion, emphasizing taste and culinary use to customers when confronted with the pack on shelf."

Source: Lovely Package

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