Overview

In 1997, Vita hjertego’ – a cholesterol-reducing spread aimed at the health-conscious, active consumer – was launched on the Norwegian market with original packaging designs from LFH. As a result of a sustained campaign of innovation and product launches, the brand had reached an almost iconic status and enjoyed leadership position. However, a proliferation of range extensions coupled with many new entrants to the market had resulted in the need to refocus.

Challenge

To reposition Vita in a fresher, more contemporary way whilst balancing the scientific provenance of the brand with improved taste cues making it relevant to a wider health - conscious audience.

Illumination

In addition to modernising all the graphic elements on pack and adapting the core design across a broad range of food groups, the key to success of this re-launch was our unique ‘Connected Expertise’ approach which enabled us to deliver a project from concept to shelf by employing a process that guaranteed quality reproduction of photo-realistic imagery to illustrate the naturalness of the ingredients and so appeal to consumers on a completely new level.

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