As one of the Netherlands’ oldest dairy brands, FrieslandCampina (Amersfoort, the Netherlands) owns one of the country’s leading coffee creamer brands. But the Friesland- Campina Friesche Vlag logo and packaging needed a refresh to better identify and unify its range of liquid dairy offerings, from traditional creamers to more innovative coffee milk products.
The company worked with Anthem to create a more cohesive portfolio-wide design. Central to the redesign is a new logo treatment, with a dimensional shape that’s more identifiable with the liquid dairy category. A simple, clean design style was rolled out across the entire product portfolio, from products packaged in Tetra Pak Tetra Brik aseptic cartons to those in HDPE bottles draped in full-body PET shrink sleeves (printed by CCL Label Decorative Sleeves). Key existing brand colors are used for the brand’s core products, such as Goudband, Halvamel, and Balance. An extended color palette was created for less traditional extended offerings.
The redesigned packages extend the brand’s positioning with the message that it’s a provider of enhanced, multi-sensory coffee moments, and also preserves Friesche Vlag’s existing brand equities. The new design system is also flexible enough for future product introductions.
It’s not just a cracker, it’s a movement—and the package makes it so.
Spirited Improvement: Evolutionary redesign can be both fresh and familiar.
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