Dairy Crest’s key butter brand Country Life has a refreshed identity by packaging design group Brandopus.
The butter brand has been a firm British favourite, but is lacking relevance in today’s market, explains Brandopus account director Avril Tooley.
The idea was to reconnect the product with the British countryside, while making the brand more modern and relevant to today’s consumers, says Tooley.
Country Life retains its distinctive gold colour scheme, but the logo will feature a traditional oak tree within the letter ‘Y’, to provide a visual shortcut to the natural world and improve its overall quality perceptions.
The greatest challenge was creating an icon that the consumer would recognise that still felt modern, according to Tooley.
Brandopus managing partner Nir Wegryzn says, ‘This was a particularly interesting task, as the brand had to establish strong visual values, yet the consumer had to accept them as both valid and modern.’Refinements in the gold substrate material and colour have created a more subtle overall impression, with less reflected glare, for a more premium presentation of the brand.
The new Country Life packaging will be rolled out during the course of this month across the full range of block butter, spreadable and lighter variants.