Lurpak® Herb & Spice Blends

2016 / Product design + Art Direction + Illustration

Lurpak® Herb & Spice Blends

2016 / Product design + Art Direction + Illustration

Lurpak® Herb & Spice Blends
My role
Product design + art direction + illustration

The team
Lurpak® Australia  /  Client
BD Network  /  Agency
Phil Shearer  /  Creative director + copywriter
William Meppem  /  Photographer
Hannah Meppem  /  Food economist + stylist

Brief
Lurpak's global, above the line campaign Go Freestyle encourages foodies to throw out the recipe books and explore new flavours using Lurpak Spreadable. Our job was to create a gift with purchase to encourage shoppers to pick up a tub of Lurpak Spreadable at the supermarket.

Challenges
Lurpak is considered a premium item and while it has a very loyal following, it can be challenging to gain new fans with its higher price tag. So how can we encourage trial by adding value instead of offering a discount that could undermine Lurpak’s premium status.

Solution
We develop a range of Lurpak branded herb and spice blends to be included with the new line of Freestyle Tips.

Development
Our team worked with local supplier Spice & Co. to develop three unique blends and food economist Hannah Meppem created bespoke tips for each one.

Approach
I took inspiration from the blend’s colour and ingredients to create the illustrations for each label. I used a mixture of whole ingredients and plants to create a more interesting visual pattern.

Other projects

The Sun Mum Weather Service
Optus Sport social: EPL
Stop Flooding My Record Collection
QueensPlaza Food Court Relaunch
Junior Paper Craft Website
Cannes Young Lions Finalists
Pizza Capers Inferno Range
Bridge to Brisbane
A Simple desk
Lurpak® Freestyle Tips