Golden creates brand guidelines for Lurpak

LONDON - Design agency Golden has created a new set of brand guidelines for Arla Foods' Lurpak butter range.

The brand guidelines have been created to ensure much higher levels of consistency across Lurpak's through-the-line communications.

Golden, which was awarded the project after winning a three-way pitch, also created a bespoke font — Lurpak Sans — and CGI models of the Lurpak Classic Block so that the brand's signature silver product can be replicated in all future marketing activity.

Thyth Jarvis, brand director of Lurpak, said: "This is an important project for Arla. Lurpak is a premium brand and achieving consistency across all our marketing communications is paramount.

"Golden has ensured that our through-the-line activity will benefit immediately from a significant qualitative improvement."

Francis Carolan, Golden managing director, said: "This was a major undertaking. Maintaining integrity across ever increasing numbers of channels is a challenge many leading brands are facing. It was clear to us that the high quality of the product should be implicit across all outputs."