Winners 2021/ Bronze

Project: Apetina Branding

Client: Arla

Design: Bulletproof

Driving brand recognition and findability at shelf, an impactful new Masterbrand and pack design reversed cheese brand Apetina’s fortunes. Revenue growth leapt when the new design hit the shelves and it took just over two weeks to return the design investment.

Arla had a bold vision to make Apetina the cooks’ white cheese of choice. But with the brand losing category share, they recognised the need to create more substantial brand recognition to increase purchase intent amongst new and existing consumers. 

Bulletproof’s design for Arla gets back to the brand’s roots. A key brand equity from its original design (a white hold device background) was restored for recognisability, while the new dynamic design dials up associations with taste, quality and range variety. 

Placing a simplified brand mark within a dual colour diamond device has created harmony across Apetina’s 30+ SKUs, aiding range navigation and providing maximum shelf stand out. It also delivers a consistent, ownable equity for the brand to use on and off pack, enabling it to extend its portfolio. 

With strengthened brand presence following its 2019 redesign, Apetina’s volume growth overtook previous global sales, rising 11% across all six of its core markets. Value sales also increased 9% on average, marking a massive turnaround for Apetina.