Fresh meat for a market leader.
Atria
Celebrating a national taste treasure
Atria is one of Finland’s best-known food brands and meat producers. But the brand, founded in 1903, had not had a significant brand refresh in 30 years. Atria’s high farming and animal welfare standards, and the undeniable care that it has for the Finnish environment, meant it had a lot to say across a vast portfolio of 11 product families – across 5 categories. This iconic brand needed clearer tiering, differentiation and ‘reasons to believe’ to make the range easier to shop and navigate.
Brand redesign
Packaging
Portfolio strategy
Brand guidelines
Innovation
Sustainability messaging
We chose BrandMe amongst several design agencies, due to their strategic approach and thorough understanding of brand building through design. The whole BrandMe team has managed the project professionally and impressed us with their ability to incorporate the research results into top notch designs within tight deadlines.
Nanna Järvinen
VP Brand Marketing, Atria
Insight.
A brand made by people, for the people.
Our key challenge was to capture the warmth and humanity of the brand, as well as create brand standout in a noisy and competitive retail space. Our new, more inviting identity was coupled with a much cleaner packaging solution, improving the brand experience for consumers.
Approach.
Up close and personal.
Working closely and collaboratively with the team at Atria, we crafted the new identity to truly reflect the qualities of the brand and its personality. The close connection and sense of community we felt is echoed in the new packaging, which was crafted to feel more natural, approachable and authentically Finnish. The Atria logo now has a greater on-pack presence and mirrors the close community of family farms they have proudly worked with since 1903. Its authentic, simplified and modernised feel helps give the brand a much more accessible consumer experience.
Realisation.
Our new brand identity and packaging now captures the warm, generous and ethical values of the brand’s people, and brings clarity to a large range of product families, across a portfolio of over 1000 products. This more versatile architecture is easy to adapt to new and fast-growing categories and evolving trends.
