Cottage cheese|Rebranding
Challenge
Rebranding Cottage Cheese from Rørosmeieriet at Røros in Norway. Designing new primary and secondary packaging with more fiber materials.
Process
The typical Røros
Before starting the project, I researched what makes Røros special and unique. I discovered that Røros is one of the oldest wooden towns in Europe, with an exciting culture and historical background. It is, for instance, possible to see many traditional wooden houses along the main street, and there are also many Sámi people working with reindeer in the area.
Other insight
Additionally, I researched existing solutions for packaging cottage cheeses and secondary packaging. I found that competing companies would hire people to go to grocery stores and turn Røros' products the wrong way to decrease Røros' sales. This was something I wanted to prevent when designing the new packaging.
Material research
Rørosmeiret wanted to create an environment-friendly product using organic fibers or other biodegradable materials. During the research process, I found a company called ecoXpac, which had discovered a new technology that allowed them to mold and cast organic fibers into one piece, creating a much more efficient and less energy-consuming production process. They also use a biodegradable coating inside the containers to prevent the fibers from getting wet, meaning the entire packaging is recyclable and reusable.
New Graphic profile
Based on all the insights, I wanted to create a new graphic identity for Røros, combining a new visual profile with typography. The color palette is based on the traditional wooden houses along the main street, and the colors often worn by the Sámi population at Røros reflect the traditions and culture of the area.
Shape
I wanted to create a shape with a defined front and back while making it look modern and environmentally oriented. I did this by using organic shapes and bespoke lettering, creating a profile that looks natural and hand-crafted while still seeming modern and exclusive.
Result
The entire package will be one piece, and the material is organic fibers, meaning that the entire package is recyclable. The walls are angled downwards, making it possible to stack several containers on top of each other. This makes the products easier to transport. On top of the lid is an indentation where the product's name is placed, and this area has the same colors as the front. When you open the lid, you’ll find a second internal lid protecting the cheese itself, made out of paper with a plastic underside, with the same graphic design as the front of the packaging.
Through my graphic design, I wanted to provide Rørosmeieriet with a unique visual identity so that the products wouldn’t rely exclusively on the logo. Ideally, their products should be recognizable through the visual language and use of color alone while also signaling to the customers that their products are modern, ecological, and environmentally friendly through organic shapes and colors.
Secondary packaging
I wanted to create a secondary packaging that would protect the products while at the same time focusing on using as little material as possible to reduce waste and maximize production. The secondary packaging is made of cardboard, and it has two levels where each level can hold three packages inside, meaning that one secondary packaging consists of six boxes of cottage cheese.
At the end of each level, there is an extra piece of cardboard laminated across the other two, strengthening the packaging. There will also be a band that ties the two levels together, which will also be laminated to each other at the back of the secondary packaging.
