Photo: Bjørn Sørheim
115% value growth
Challenge – Time for separation
Until 2007 Litago was a common brand for both milk and yoghurt. Nobody stood to gain from this since Litago Drikke flavoured milk was seen as unhealthy and this negative image was also inherited by the children's yoghurt. The choice was between taking Litago Drikke out of production in favour of yoghurt or to change the yoghurt and continue production of Litago Drikke. The latter was the choice.
Solution – Flavoured milk for kids
A design hierarchy was drawn up, with the parent brand at the top of several new product ranges. All Litago logos, fonts and symbols were updated along with the completion of designs for new varieties. The design was based on the different flavours which were clearly reflected in the Litago cow, both in terms of colour and form. If there are more ingredients these are illustrated for example using the horns. Once established this simple and ingenuous style was retained.
Result – A popular lunch break
The re-launch of Litago Drikke took place over a year starting from September 2008. During this period, sales increased by a total of 115% measured in NOK. Total sales in 2009 rose by 71% compared to 2008. A number of activities began to spin out from building the new design, which also helped achieve a solid sales turnover of around NOK 250 million. There is great enthusiasm and interest from the consumers; this is confirmed by the interactive dialogue via the website and social media.
Company: Litago from TINE SA
Project group company: TINE: Kristian Lyse, Marketing Manager; Anette Tvenge, Brand Manager; Anne-Cathrine Helland, Senior Brand Manager; Petter Yggeseth, Design and Packaging consultant; Lene Jacobsen, Design and Packaging Consultant
Design: Tangram Design
Project group design company: TANGRAM: Bjørn Rybakken, Creative Manager; Line Støtvig, General Manager and Advisor; Elin Paulsen/Stine Wergeland, Project Managers; Linda Valen, Designer; Mette Nerhagen, Production Manager;
Morten Isachsen, Director of Dist Creative; Mona Jensen, Digital Director of Jimmy Royal; Ove Heiborg, Animation, Producer/CEO of Qvisten.
Award / year: Design Effect Award - 2010