Lurpak® Herb & Spice Blends

Role

Product design
Art direction
Illustration

Year

2016

Credits

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

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. 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.

lp_sp_content-1

View another project

MDA NationalAnimated video

The Best of TimesTypographic poster

Simple DeskFurniture design

Lurpak® Herb BlendsProduct design

FritzenbergerBrand development

Optus Sport EPLSocial design

Lurpak® Freestyle TipsSocial content

Sun Mum Weather ServiceIntegrated campaign

QueensPlazaPhotography

Bridge to BrisbaneIntegrated campaign

Cannes Young LionsCompetition

Junior Paper CraftWebsite design