Sans is a food product range with a lower fat content than comparable dairy products. Clear labelling and design will make it easier for consumers to choose healthy alternatives. The design must visualise brand affiliation across the entire product range, and help consumers to find healthy products from among the abundance of products available.

The jury’s verdict:
The Sans range has a playful expression that clearly communicates the product’s advantages. The manufacturer has here taken elements one associates with health, fitness and spa into the food market. The logo is softly-spoken and feminine, while the use of other graphic effects makes the products highly visible on store shelves. The manufacturer has shown courage by daring to use large, white surfaces. The information about the products’ health benefits is clearly visible, without creating visual noise. As a whole, the range provides a lucid identity, and the designer has managed to create a clear brand. The name works well, too, since the French word “sans” means “without”.

Company: TINE BA, category Health

Project group company: www.tine.noMorten Aas (Project Manager), Anne Gro Johansen (Product Manager), Linn Heidi Lunde (analysis and insight), Bjarne Mørck (sale), Kjersti Høgenhaug (FoU - Product development), Lise Foss Andersen (FoU - nutrition), Berta Hauge (Project Manager FoU, youghurt), Ole Kristian Steinbekken (Project Manager FoU, kesam), Harald Torgersen (Retail Development), Johannes Krogvig (TØFF), Kristin Olsson (Design), Monica Skog Ravn (Product manager/Brand manager) and Berta Hauge (Product development).

Design: Design House Lund og Partnere AS

Project group design company: www.designhouse.noPer Magne Lund (Creative director), Heidi Rognlien (Consultant), Tine Andersen (Senior designer), Gigja Gunnarsdottir (Senior designer) and Gerd Ismar Gulbrandsen (Managing director)

Award / year: Award for Design Excellence - 2007

Category: Graphic design