Lurpak® Herb & Spice Blends
Product design + art direction + illustration
Lurpak® Australia / Client
BD Network / Agency
Phil Shearer / Creative director + copywriter
William Meppem / Photographer
Hannah Meppem / Food economist + stylist
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.
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.
We develop a range of Lurpak branded herb and spice blends to be included with the new line of Freestyle Tips.
Our team worked with local supplier Spice & Co. to develop three unique blends and food economist Hannah Meppem created bespoke tips for each one.
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.