Orkla Foods Danmark came to Kontrapunkt with a new product range – fruit spreads with alcohol – wanting a design concept to go with it. Several challenges made this assignment interesting.

First of all, the product’s primary target group is men. Insights showed that men want a no-nonsense design with clear communication. Secondly, the product’s important qualities obviously needed to be communicated up-front: it has more percentage fruit and berries than any of the competitors. And it combines finely chosen berries and fruits with distinct types of alcohol in interesting combinations. In short, this is a premium product.