The consultancy was appointed at the end of 2009 after it was approached by Unilever, following previous projects for the company.
LFH was briefed to create packaging for the whole range of Elmlea products that would retain elements from the original packaging but allow customers to differentiate between products in the range.
Elmlea brand development manager Anneke Renkema says, ‘Elmlea competes in a busy and aggressive market against both long-life and fresh products, branded as well as own label. We asked LFH to create a design that is more fresh and modern while still maintaining the heritage of Elmlea.’
The packaging, which launches at the beginning of October, features new background colours for each product and new graphics featuring strawberries and cream.
LFH creative director Steve Irvine says, ‘The product benefits are brought to life through the “pouring cream” device which flows onto the strawberry, creating a stronger, more consistent brand look and feel.’