Lurpak® Herb & Spice Blends


Product design
Art direction




Client → Lurpak® Australia
Agency → BD Network
Creative director → Phil Shearer
Copywriter → Phil Shearer
Food economist/stylist → Hannah Meppem
Photographer → Will Meppem


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 customers because of its higher price tag.


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