Norwegian creative agency Neolab by Knowit implemented a fresh, Scandinavian re-design for Norwegian coffee retailer Friele.
In response to changing consumer habits, Friele wanted to re-design its Barista coffee line to target new groups of coffee drinkers with an increased interest in coffee knowledge and brewing know-how for its retail and large scale production outlets.
“The shelf impact [of the old Barista line] was weak. It had both espresso and blends mixed in between the singles, becoming a blurry mix of eight different blends, grinds and roasts. By moving them out we made a stronger concept and more logical product line by presenting single origin products only.” – Neolab by Knowit
The new design features a chic, satiny finish paired with on-trend geometric patterns and metallics that give Friele new possibilities for design.
“The packaging structure is not unique, but it’s well-fitted for large industrial production and gave space for a more graphic look. Talking to a more demanding target group, we went for a fresh, modern but delicate expression. A soft metallic blue gave us a distinction to the category. Circles in pastels made a stop effect and linked the products together. All together a more graphic look with stronger impact, fresh contrasting color codes to separate country of origin and a set of patterns was designed for each of the origins.”
The integrated design concept combined with advertising copy that simplifies the language and roasting profiles is an impressive undertaking to improve the brand’s appeal.
Agency: Neolab by Knowit
Country: Norway
