Challenge
Atria is Finland’s most known food brand. It has existed for over 100 years and their logo had been in place for almost 30 years. We crafted their new brand identity and packaging to reflect their warm, generous and ethical values and bring clarity to a large range of product families, across a portfolio of over 1000 skus. We art directed the photography and selected colour palettes to add food value and taste appeal to the brand look and feel beyond packaging. Part of our challenge was addressing the complexity of a vast portfolio of 11 product families across 5 categories; many of which needed clearer tiering, differentiation and ‘reasons to believe’ to make the range easier to shop and assist consumer choice. The new graphic architecture is versatile and easy to adapt to new and fast-growing categories and evolving trends.
Solution
Working closely with Atria, we refined the brand personality and brought it to life whilst rationalising the whole portfolio, hierarchy of communication and messaging to define the distinct role, positioning and personality of each family. The new pack design is crafted to feel more natural, authentically Finnish and welcoming. It reflects the care of a brand dedicated to the highest farming and animal welfare standards, and the undeniable care that Atria has for the Finnish environment. The refreshed identity also gives the Atria logo greater on-pack presence and mirrors the close community of family farms they have proudly worked with since 1903.
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