Knuthenlund Estate Design & Branding KNUTHENLUND by Envision


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Industry Dairy products & Eggs, Grocery and Other foods
Media Design & Branding
Market Denmark
Agency Envision
Released March 2010

Credits & Description

Category: iii. Premium Brand
Product/Service: DAIRY PRODUCE
Date of First Appearance: Mar 1 2010
Entrant Company: ENVISION, Copenhagen , DENMARK
Creative Director: Thomas Kjær (envision:design)
Media placement: Cheese Labels - Supermarkets - April 2010
Media placement: Cheese Boxes - Supermarkets - April 2010
Media placement: Milk Bottles - Supermarkets - April 2010
Media placement: Yoghurt Cups - Supermarkets - September 2010

Describe the brief from the client
At Knuthenlund Estate, we have a passion for dairy products. With the ambition to produce the world's best cheeses with respect for nature, animals and the environment. Help us develop our brand to support this ambition.

Describe the challenges and key objectives
We set out to follow Knuthenlund's high ambitions regarding quality, sustainability and respect for nature, not only in the choice of materials for the packaging, but also in the design and the way it communicates on the shelf.

Describe how you arrived at the final design
The solution is a unique product identity that communicates high quality products in exclusive packaging. Sustainable and with respect for nature both in design and materials.
The cheese boxes are made of poplar wood and new trees are planted to compensate.
The cheese wrapping paper is made of potato starch.
The milk bottles are glass.
The yoghurt is sold in paper cups.
On all packaging, we used as little printing colour as possible.

Give some indication of how successful the outcome was in the market
Knuthenlund is a hugely succesful brand in Denmark. In the beginning, the products were exclusively sold in the farm's own shop at the estate, but now the brand os sold in a nationwide premium supermarket chain and is on it's way abroad. The cheeses have won several prestigeous prizes in the Nordic countries and even in the land of cheese, France. The packaging design has won a Danish Creative Circle Award.