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80-SKU redesign anchored by emotive device

Arla Foods redesigns the packaging for its Puck line of dairy and cooking products, launching a holding device that now forms part of the Puck visual equity toolbox.

Pfw 1472 Puck Line Up Hr Visual 0

In June 2014, Arla Foods in the Middle East began the project of redesigning the packaging graphics for its entire 80-SKU line of Puck products, which include dairy and cooking products distributed globally. After hearing pitches from three design groups, Arla chose pi global to lead the project.

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

As part of the redesign, pi created a holding device on pack, known as the “Puck cradle,” which now forms part of the Puck visual equity toolbox. According to pi, the device 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 mom being at the heart of the family, always ready to share mealtime joy.

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