Dragon revisits Lurpak range seven years on

Dragon has developed new packaging for Lurpak Butter and Lurpak Spreadable, to be introduced at the end of this month, replacing the previous design the consultancy created seven years ago.

Dragon creative director Greg Vallance says, ‘The objective of the new design was to bring renewed dynamism and vibrancy to the sector, and to ensure that the brand is perceived as still proud of its heritage while being modern, self-assured, friendly and approachable.”

Pack typography has been updated and the product’s crest given greater prominence. Silver remains the range’s key colour, with a brighter silver echo introduced to echo key features.