Lurpak® — new flexible brand architecture

Lurpak® has a considerable heritage dating back to the end of the 19^th Century when the ‘Lurmark’ (as originally registered in 1901) became the trademark for the highest quality Danish butter. The ‘Lurpak®’ name we know and love became the brand replacing Lurmark Danish Butter in 1957 and as export of the brand started after the Second World War, the passion for Lurpak® spread from Denmark to the worldwide markets — and is now sold in 75 countries.

The Lurpak® brand’s growth over time has embraced the launch of Lurpak® Spreadable in 1997, Lurpak® Lighter Spreadable in 2001 and Lurpak® Unsalted in spreadable form in January 2006. Lurpak® Spreadable is now the biggest single brand in BSM in the UK. With these developments came the realisation of a need to resolve the brand’s visual id challenges to ensure the strongest possible visual brand communication to accompany the brand’s growth path.

pi global were selected for the task by Arla Foods — and went on to develop a flexible Lurpak® branding unit that could be used as effectively off pack as ‘on’ — to create visual brand consistency throughout the marketing mix — and a real brand anchor. As part of this work, pi worked to create a flexible range architecture system that would encompass current and anticipated future line extensions and potential new sub-identities to allow the brand to stretch and grow with ease over time.

The brand id solution built on the wave graphic, iconic to the brand, which is now split to enable variant colour and name to be clearly and easily differentiated. The ‘Lurs’ crest and logo has been subtly refined to modernise the brand and strengthen communication of the brand’s premium positioning.

The new design will launch in the UK from May — and, thereafter, through a controlled global roll-out across the summer 2009.

Don Williams, CEO of pi global said:
“Lurpak® is one of those iconic brands that have evolved over time without the visual framework to do so logically and with ease. It’s common for brands launched as ‘stand alone’ products to encounter this problem because their identity has been created for a single sku brand rather than planning what it might become in the future. As well as provide a simple, logical, and flexible visual architecture,
pi global have provided more in hand quality cues to help Lurpak® retain it’s position as the leading butter brand.”