„Please create a new design for our Lätta spreadable fat.“ This could have been the brief for the Hamburg brand and design agency „Hajok Design“. But how do you turn an everyday product that is hidden under the bread topping into a special brand? The „packaging journal“ asked Hajok Design.
Lätta is an established brand. Modern, young women in particular, who favour light, delicious products, reach for the white Plastic tray with the characteristic logo. The client now wanted to communicate the good qualities of the entire product range more strongly via the packaging. The design was to be modernised, but at the same time appear familiar. Above all, the New packaging whet your appetite for the product.
To achieve this goal, the Hajok team embarked on a long journey with many stops along the way. A total of nine months passed before the new Lätta packaging could be cleared onto the shop shelves.
The basis for a good design is that everyone involved knows everything about the product. How do consumers perceive the brand? What do experts say? What does the customer want? And last but not least: How does the Spreadable fat actually? When asked, the agency confirmed that there had indeed been a Lätta tasting in the first phase of concept development.
The information gathered was finally incorporated into what Hajok Design calls „strategic derivations“, on the basis of which initial creative concepts were developed and implemented in various „design routes“. Quantitative market research studies were then carried out with the best design concepts selected by the customers.
The result of the „winning concept“ is something to be proud of. „Lätta stands for Modernity, lightness, quality and fresh flavour“, says the Hajok design team. To whet consumers' appetite for the high-quality product even more, the packaging was enhanced with so-called food shots. The motifs place the spreadable fat in an appetising context with other foods.
In addition, the Hajok Design The design elements that were already in place were taken up and emphasised more clearly. This starts with the logo, which has been slimmed down somewhat with its clear and concise font, and extends to the now more prominently visible wood look, which is reminiscent of Swedish interior design. The clear Nordic design is intended to emphasise the brand's Swedish origins. Lätta has also deliberately set itself apart from other products that are aimed at women with more classic advertising arguments, such as the reference to a slim figure.
