Tine: MELKERAMPA

Credits & Description:

Advertiser: TINE SA
Agency: SCANDINAVIAN DESIGN GROUP, McCANN WORLDGROUP, INNE DESIGN
Category: Consumer Services
Advertising campaign: MELKERAMPA
Senior Project Manager: Evelyn Irene Wulff (Scandinavian Design Group)
Project Manager: Pål Fasseland (Tine Sa)
Designer: Thomas Kaldhol (Scandinavian Design Group)
Programmer: Timothy Scott (Mediafront)
Designer: Tonje Jæger (Scandinavian Design Group)
Key Account Manager: Annie Myhre (Scandinavian Design Group)
Digital Adviser: Christian Søgaard (Scandinavian Design Group)
Designer: Eirik Seu Stokkmo (Scandinavian Design Group)
Project Manager: Emma Prunty (Scandinavian Design Group)
Designer: Ingvil Marstein (Scandinavian Design Group)
Project Coordinator: Ksenia Stanishevski (Scandinavian Design Group)
Interior Designer: Marte R. Fredriksen (Inne Design)
Designer: Torjan Rood Vastveit (Scandinavian Design Group)
Interior Designer: Vigdis Apeland Bergh (Inne Design)

Client Brief Or Objective
TINE is Norway´s largest dairy producer and with roots going back to 1881 they wanted to find a new way to connect with the modern urban consumer and lift the brand personality. When Oslo´s high-end food hall (Mathallen) was to be built in 2012, TINE took the chance to create a new concept store that could act like an innovation lab - to learn and inspire new products, techniques and customer experiences. At the store in Mathallen they can communicate and interact with the end-users at a point beyond the supermarket fridge.

Brief Explanation
A huge challenge was to break established associations with the TINE brand as a monopoly and industrial giant. The new concept had to lift TINE to become an attractive brand with soul and personality. The store was to appeal to urban foodies, hobby chefs and restaurant professionals as well as ordinary visitors from home and abroad. A brand-building training programme for the staff helps maintain the identity´s overall expression while the staff personalities put their mark on the place. Since competitors in Mathallen sell similar high-end products, it was essential that Melkerampa provide a richer experience and added value.

Implementation
Central to the concept is 'at home with TINE'. The name Melkerampa reflects old traditions - this was a roadside ramp where farmers dropped off milk cans and stopped to socialise. We found inspiration in dairy identity elements from the 1930s and the new symbol refers to old Norwegian woodcarvings, an expression of quality. The colour palette combines visual proximity to the mother brand and a distinctive and courageous expression. Visual identity and customer experience are maintained in all touchpoints, from signage and website, to milking stools and servers. A unique opportunity where Strategy + Design = one holistic concept.

Outcome
Melkerampa has become a destination in this dynamic Scandinavian capital and the talk of the town. TINE group management was delighted the project met all goals, needs and expectations. There is great demand in the market for TINE Melkerampa high end products. Their premium Hardanger apple juice and mature cheese were sold out during opening week. And not least the store continues to get excellent feedback from customers and reviewers and can claim a loyal group of regulars.