New design for fish products generates 300% increase in turnover.

Challenge – bold choice
Since it was established in 1994, Lofotprodukt had been a regional player in northern Norway. Its product range, which was growing all the time, was marketed under the name Lofot-Delikatesser. It generated excellent sales throughout the whole of northern Norway, but lacked success when it came to distributing its products to the rest of the country. After 2000 the company reached its production limit in its existing premises and had to opt for either reduction or expansion. The market in northern Norway was saturated, which meant that any growth would have to come from elsewhere. The products from the various producers looked confusingly similar and Lofotprodukt did not promote its superior quality or differentiate itself in a positive way from its competitors.

Solution – credible origin
The company opted for an aggressive, design-based strategy. The product was among the best and the objective of increased turnover might be achieved via visual amendments. The name was changed from Lofot-Delikatesser to Lofoten, thereby claiming ownership of the fresh fish from the region. The new logo and packaging design made it stand head and shoulders above its competitors and underlined its image as a top-class product. The concept focused strongly on the product's origin, the high fish content and delicious taste. The target group included retailers just as much as ordinary consumers. "Et hav av delikatesser" (A sea of delicacies) was the new slogan coined, which also established an important connection with the original name.

Result – design moved mountains
The relaunch helped Lofoten get its foot in the door of grocery chain stores across the whole of Norway, so that its products are currently available in almost every part of the country. 67% coverage in the grocery sector is an excellent level. Until now the only investment made has been in design. This therefore makes the 300% increase in turnover a powerful illustration of the design effect. Lofoten has also increased its value amount in the overall fish market (which includes every type of fish) from 0.8% to 2.4%. The investment made in design has produced extremely positive results for the company, its employees and the whole local environment. It has boosted the employees' motivation, the company has been given new technology and a new production unit is under construction. The local community has been given a new lease of life and a number of new jobs have been created, not to mention that everyone in Norway is eating more fish! As manager Sigvart Rist explains: "Design is the most profitable investment that I have ever made."

Category: Design management – branding – sales and communication

Company: Lofotprodukt AS

Design: Strømme Throndsen Design

Award / year: Design Effect Award - 2009

Category: Winner Grand Prix