Bregott is the leading actor in the market for butter spreads. However, category penetration was fastly decreasing and private labels were gaining speed. In order to keep up to pace with the market, Arla wanted to keep pushing Bregott’s natural taste credentials in an emotional way to increase bonding and the advantages of the brand. Bregott had also been experiencing challenges with the design structure of the Bregott family, that did not leave room for category or value differentiation.
The solution was a dynamic vertical design system that leaved room for a premium segment but clarified the differentiation between the core family. The design was made to feel more natural by giving it a softer impression, a more charismatic cow, as well as emphasizing heritage through claims and a refinement of the classic Bregott features.
The result – a classic brand, made more classic.