Elmlea

Elmlea, one of the UK’s most popular cream brands is re-launching with new packaging by brand design consultancy LFH.

The new design will appeal to consumers by being fresh and modern focusing on the product and will be applied to all products in the Elmlea range: double, double light, single, single light, whipping and whipped.

Anneke Renkema brand development manager at Elmlea says, “Elmlea competes in a busy and aggressive market place against both long life and fresh products, branded as well as own label.  We asked LFH to create a design that is more fresh and modern while still maintaining the heritage of Elmlea.”

Designed by LFH

A key element in the development of the new design has been to increase the differentiation across the product portfolio. This has been achieved by introducing fresh new background colours.  An increased emphasis on the product itself communicates the great taste and the new design ensures the cream product looks fresh and stands out.

LFH’s ‘Connected Processes’ system was critical to the project achieving its objectives - the strawberry and cream graphic elements were created with care and attention to the colouration, and how the design concept would translate into finished packaging on the production line.

Steve Irvine, LFH’s Creative Director comments, “As a starting point we worked with Elmlea to develop relevant consumer perception of the product and communicate individual product propositions and variants.  We did this by creating a clear design architecture for Elmlea – allowing the brand mark to establish a prominent position on pack and clear hierarchy to communicate the product specifically.

The product benefits are brought to life through the ‘pouring cream’ device which flows onto the strawberry, creating a stronger, more consistent brand look and feel.

“Ultimately the design needed to create a refreshing, a modern look and feel adding taste credentials and positive communication.  We were tasked to create a flexible design system that would still communicate the brand values of the Elmlea products.”

The new look Elmlea will be on supermarket shelves at the end of September.