Lurpak drafts brand guide

Lurpak, the Arla-Foods-owned butter brand, has created a set of brand guidelines to ensure consistent communications.

Consultancy Golden was briefed to develop a guidelines book and a bespoke font, Lurpak Sans. It has also created CGI models of the Lurpak butter block to ensure accurate replication of the trademark silver product in all activity.

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

According to Mintel, Lurpak is the UK's leading yellow fats brand, with a 21% market share in 2008.