Arla needed to adapt and roll out packaging for its full UK milk portfolio, including Cravendale, BOB and Big Milk, based on master creative supplied by a third party agency in Europe. The work had to meet UK regulations and consumer expectations, which differ from EU standards.
I was responsible for turning single master files into UK specific packaging artwork across more than 50 SKUs. For Cravendale, I also developed the design further through rounds of testing, helping tailor the layout and colour percentages on pack to suit UK shopping habits.
Each product was adapted to meet UK packaging standards, with careful attention to the front face, legal information and print setup. The Cravendale range required deeper refinement based on consumer research, particularly around the heirachy of on pack messaging and the importance of red, green and blue colours to UK shoppers when identifying milk types.
The Arla milk range was successfully launched across UK retailers with packaging that met both regulatory and shopper needs, while staying true to the masterbrand direction.
