36% increase in value

Challenge – Critical decline in sales
Due to a new packaging machine and the desire to reduce production costs, the packaging for Tine's three blue cheese varieties – Norzola, Normanna and Royal Blue – was changed to foil in 2007 at the same time as a new design was introduced. The foil, however, did not transport well and the design was completely different to the old one so that the customers stopped purchasing the blue cheeses. Despite a rising market, the market share fell dramatically by 43% and jobs hung in the balance. Both the technical design of the packaging and the visual solution in particular were blamed for the catastrophic fall in sales.

Solution – Improved foil and tempting design
Based on a thorough strategy three different concepts were put together. Comprehensive testing of drafts was conducted before a final design was chosen. The strong family resemblance is mutual for all three products, with an image of cheeses along with tempting accompaniments as key elements. The discreet use of silver expresses the quality. To differentiate between the three and give each a clear identity in the store, wide bands in different colours were used.

Result – Back in business
There was an immediate response to the new design from the consumers. The negative trend turned the moment the new design was launched in February 2009. In one year Norzola and Normanna had respectively a 36% and 16% increase in value. There is no doubt that the design has reversed the dramatic fall and that TINE blue cheese from Selbu is now helping the growth of the category for OsteCompagniet's sales of Norwegian blue cheese.

 
Category: Product

Company: OsteCompagniet

Project group company: OsteCompagniet: Debbie Burkey, Product Group Manager; Marion Tviland, Marketing Manager; Christine Håland, Project Manager

Design: Dinamo Design

Project group design company: Dinamo Design: Lena Stølen, Consultant; Kristine Lillevik, Creative Manager; Andreas Kalleberg, Designer

Award / year: Design Effect Award - 2010

Category: Recipients