The Biola range was launched in 1997 as the first range of probiotic dairy products available on the market. The background for this move was a desire to develop a new range of products containing not only the ordinary nutrients contained in milk but also the bacteria Lactobacillus GG (LGG). The target group for these products was primarily women aged 35-55, but the name and packaging should also have a broad appeal.

The jury’s verdict:
The Biola range was a highly innovative product range when it was first launched, and the products rapidly established a firm market presence. The style of the packaging also sets the product apart from other brands on store shelves, particularly due to the products’ characteristic black-and-white cow-hide design that is highly visible from a distance. The cow-hide design is perceived of as being soft and delicate, while also being slightly humorous. The somewhat abstract pattern means that the spotted black-and-white cow-hide design also works well with non-milk products. Mouth-watering illustrations have been placed inside the black spots so as not to interfere with the signals given off when the onlooker is some way away from the product. Biola’s packaging has withstood the test of time in a highly commendable manner. Biola is perceived of as being completely unchanged, even though it has undergone several minor facelifts over the years. 

Company: TINE BA, Category Health

Project group company: Hege Homlong, Steinar Evavold and Stein-Erik Birkelandwww.tine.no

Design: Tangram Design

Project group design company: Bjørn Rybakken (Creativ Leader/Senior Designer), Marit Svegaarden (Designer), Line Støtvig (Managing Director/Consultant), Lise Haakestad (Designer) and Elin Paulsen (Project manager)www.tangram.no

Award / year: Classic Award for Design Excellence - 2007

Category: Graphic design