Lurpak® Herb & Spice Blends

Role
Product design, art direction, illustration

Client
Lurpak® Australia

Agency
BD Network

Credits
Creative director and copywriter, Phil Shearer
Food economist and stylist, Hannam Meppem
Photographer, William Meppem

Year
2016

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 customers because of its higher price tag.

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. We then worked with food economist Hannah Meppem to create bespoke tips for each blend.

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.

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© Corey Silva 2017