Laru: LARU PACKAGING

Credits & Description:

Advertiser: LARU
Agency: AT SALES COMMUNICATIONS
Category: Core FMCG
Art Director: Hape Tebraak (At Sales Communications )
Creative Director: Olaf Fuldner (At Sales Communications )
Customer Consultant: Shirin Omidwar (At Sales Communications )
Creative Director: Andreas Kaup (At Sales Communications )

Brief Explanation
LARU as one of Germany’s largest lard producers offers a wide range of lard specialities.But as the portfolio has grown over years and decades, all products looked somehow different and there was no longer a real brand look that has ever been established. So the task in redesigning all the different products was to give them a real brand facing while trying at the same time, not to puzzle or irritate the customer with a completely new design.

Outcome
The result: A completely redesigned product range with a strong branding and a strong shelf presence.

Implementation
To achieve a new fresh brand look, we tried to preserve a bit of the look and feelof the old packaging. We replaced old illustrations with new and more modern ones and did the same with photographic images. Furthermore we used new and modern typefaces, that are still similar to the old ones. Also the logo was modernized and got a softer outline and font. All colour are colours that LARU is known for, but always in a more modern and fresh way.

Client Brief Or Objective
Creation of a new packaging design for the entire LARU lard range and modernisation of the LARU logo.