Linco
A warmer face for the everyday margarine
Linco is the economy margarine in Orkla Foods Romania’s portfolio, and it competes in one of the country’s most concentrated, price-led categories — a handful of brands hold the large majority of category value, and the premium players outspend everyone. On a shelf like that, an economy brand cannot win on noise or on price; warmth and likeability are the only affordable edge.
So when Orkla launched a new "with fresh butter" variant in 2008, Brandient used the moment to give Linco a warmer, more human face rather than just a new pack. The logo was simplified for visibility and easier reading while keeping its fluid character, and the packaging was built around a playful pair of children — a boy and a girl, for whom eating is as good as playing — with per-flavor backdrops that make an everyday, low-price margarine feel candid and family-friendly instead of cheap.
The system was made to flex: the two characters can pick up seasonal accessories for the holidays, limited editions and promotions, while a color-coded flower keys each pack to its flavor — giving a budget brand a friendly, ownable shelf presence it can keep building on.
Client:
Orkla Foods Romania
Industry:
Food and Beverages
Project type:
Design Upgrade
Date:
2008
Services:
Logo Redesign, Packaging Design
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