We've just revamped Country Life packs with a simplified design that reinforces the brand message of butter sourced from the British countryside. With Country Life firmly established as the number one British butter brand, we sought to reflect this authority through the pack design by enhancing the strength and impact of the identity by stripping back the design to present the brand in a more confident way.
Presenting the refreshed identity on an angle reflects the rural and straightforward nature of the brand. The new pack achieves greater stand out on shelf whilst further differentiating Country Life from its competitors at a brand level.
Paul Taylor, our Creative Director, comments on the design, "This was an opportunity to build on the distinctive brand identity that is now firmly established in the consumers mind. We have reduced the number of elements on the pack to allow us to strengthen and emphasise the visual equities that make the brand unique."
The new look is built upon the success of our previous design in 2009. Since then Country Life has cemented its position as the number one British butter brand. The project rolls out across five variants this month, and continues our long term design partnership with DairyCrest: we also work across the Chedds, Utterly Butterly and Clover brands.