Lurpak has expanded its offer into the plant-based arena.
This is obviously a new area and a challenge for brands not previously associated with this space to provide credibility.
Clearly it would pay to signal that this is a departure from their current dairy based proposition however they have fallen in line with the established monolithic brand architecture.
The big problem with monolithic branding especially in a range where you have lots of variants is navigation.
The brand is already tricky enough to navigate and find the lighter version, the lighter, lighter version, or the lighter, lighter, lighter version, or whatever it’s called!
Adding this variant into the family using the same rigidity doesn’t really showcase or differentiate this exciting new offering.
Monolithic architecture is a great way for a brand to own the space but always make sure to allow room for flexibility and so clear differentiation.
#BrandDesign, #PackagingDesign, #Packaging, #Marketing
