05 Aug 2020

Design for Müller Skyr celebrates Icelandic culture

Brand acceleration agency bluemarlin has captured the nature-loving spirit of Iceland in its identity Müller Skyr, a new yogurt from leading dairy company, Müller.

Skyr is a staple in Icelandic diet, thicker than the average yogurt and packed with protein goodness. Over recent years, it has gained popularity in the UK as challenger and established brands alike have brought their own versions to market.

This Müllerlicious new product hopes to appeal to young adults that care about what they put into their body. To engage this audience, Müller recognised that need to communicate naturalness, playfulness and deliciousness with a touch of style.

Bluemarlin took inspiration from traditional Icelandic patterns for its latest project with its long-standing clients at Müller.

“Just one look at the all the other Skyr products in the category and you’ll see they are all mostly doing the same ‘landscape-inspired’ design,” comments Dave Hodgson, Executive Creative Director at bluemarlin. “We wanted to bring out a different side of Iceland, one that aligned with Müller’s fun, pleasure-filled personality.”

The key feature of the design are the hand-drawn, pattern-filled letters of ‘SKYR’ set against a natural cream background. Realistic product photography and Müller’s signature corner showcase the healthful goodness of the ingredients. Colours changes for each variant, giving the range a distinctive and enchanting character on shelf.

“The design hits the right balance between tradition and modernity, freshness and richness, good-for-you and good-fun,” comments Hodgson. “I think, however, where it really resonates is in its authenticity. It brings that heritage story to life in a way that is quaint and quirky, celebrating Iceland’s contributions to the world. It’s textile craft and its delicious skyr.”

“It’s been our pleasure to support Müller as it continues to expand its portfolio with delicious dairy products from different parts the world,“ continues Hodgson. “We hope our designs helps introduce these amazing new products to a UK audience in a distinctive Müllerlicious way.”