Almette Balance Relaunch – modern look with eye-catching packaging design

Almette Balance Relaunch – modern look with eye-catching packaging design

With its Balance line, the German brand Almette offers reduced-fat varieties of its creamy fresh cheese. To emphasize their novelty and to break away from the usual look and feel, the packaging was given a modified, more modern look. Almette chose our agency for this task. The result is a contemporary packaging design that expresses the lightness of the contents as well as the unique selling points of the traditional fresh cheese brand from the Alpine region, which primarily stands for naturalness and freshness.

Background and objectives

By 2020, Almette already had two reduced-fat Balance products on the market. However, poor sales and a product range adjustment during the coronavirus pandemic led to the delisting of the two products. In 2023, the brand decided to relaunch the products in spring 2024 with an improved recipe and to once again take on the competition in the market for reduced-fat natural cream cheese products.

The product line in the refreshed packaging design was intended to attract new buyers – particularly from Generation Z. At the same time, it was important for the brand to retain its existing customers.

Requirements

In line with Almette’s objective, two aspects were particularly important when developing the packaging design:

1. ensuring a high shelf impact with an eye-catching design
2. adopting key characteristics of the existing packaging to ensure brand recognition

Packaged in the characteristic Alpine kegs, Almette products stand out clearly from the competition at the point of sale. Accordingly, one of the brand’s most important requirements was to maintain this concept for the renewed Balance series. In addition, the category codes for reduced-fat cream cheese products had to be taken into account. The details that could be changed included the specific illustration of the cream cheese being served on bread, the exact size of the brand logo, the typography of the sub-range name ‚Balance‘ and the color of the wood grain.

In principle, Almette placed a great deal of importance on a packaging design that appears natural and radiates quality and value for money. The packaging should focus on the reduced fat content, but at the same time convey the delicious taste. A playful, kitschy and overly clichéd look was to be avoided. In addition, the packaging should appear neither too feminine nor too rustic, nor should it look frumpy. It was also important not to provide the lower front area with crucial information, since the kegs are placed in trays on the shelf, in which part of the packaging is not visible.

Implementation

Our creative department has developed a strikingly light packaging design for the Almette Balance sub-range: the front is tidy and clean, and limited to the essential information, i.e. the brand logo, the sub-range designation and, where applicable, the variety and fat content. Almost half of the surface is dedicated to the serving suggestion, an authentic representation of bread spread with the creamy cheese, garnished with natural ingredients that go well with the respective variety.

All these details radiate lightness, allowing the clever visual design to express the reduced fat content in a creative way. The wood grain is always in the same color as the sub-range or variety name, which allows consumers to easily differentiate between varieties when looking at the shelf. In summary, the new Almette Balance packaging design is a stylish eye-catcher that communicates the brand values as it always has, but in a slightly more modern way.