Respecting brand heritage
Dating back to the 19th century, the origins of the brand were rooted in a trademark ‘Lurmark’ registered in 1901 which became known for the highest quality Danish butter. The Lurpak name we know and love replaced it in 1957 and passion for the brand spread so that today Arla sell it in 75 countries worldwide. Evolution of the brand required careful handling of the ‘Lurs’ crest and logo — with subtle refinement to modernize the brand and strengthen communication of the brand’s premium positioning through the marketing mix. To realize the brand’s growth path, a flexible range architecture system was created too to encompass current and future line extensions. The brand is future ready… and most importantly, its iconic status maintained.