Packaging design for food and drink during work out

Performance-enhancing food

In collaboration with Olympiatoppen, Tine has developed TINE YT. YT is a new market category training food and drink, which gives people what they need before, during and after workout, with performance-enhancing properties, made of natural raw ingredients. Its sales success has meant that its portfolio has been extended and its design optimised.

Satisfying, strong and safe

The range is easy to navigate in and the design is pure. The products clearly indicate that the effect of the nutritional contents is the decisive factor. There is no doubt that this is nutrition for performance-oriented people before, during and after training. The packaging distinguishes itself clearly from other products in the refrigerated counter, and they appear to be healthier and better.

The shape, colour and language are technical and signalise performance, but without being too masculine or synthetic. The design reaches out to a wider target group than similar products. YT definitively distinguishes itself, and shows that here is something new.

Company: YT v/TINE BA

Project group company: Anne-Cathrine Helland - Marketing Manager, TINE
Karl Georg Raastad - Brand Manager, TINE
Bente Hammervold - Product Development Manager, TINE
Bjørn Staavi - Packaging Developer, TINE
Annette Sophie Ness - Packaging Developer, TINE
Andrew Moen - Senior Packaging Consultant, TINE

Design: Tangram Design

Project group design company: Bjørn Rybakken - Creative Director, Tangram
Line Støtvig - Managing Director and Consultant, Tangram
Elin Paulsen - Project Manager, Tangram
Stine Wergeland - Project Manager, Tangram
Alexandra Kloster - Designer, Tangram
Klaus Dalseth - Production Manager, Tangram

Award / year: Award for Design Excellence - 2012

Category: Packaging design