Reviving Cottage Cheese: A Street of FlavorsSpringetts Brand Design's Innovative Approach to Reinvigorate the Cottage Cheese Market
Springetts Brand Design has breathed new life into the cottage cheese market with their innovative concept, Up Your Street. This unique approach was inspired by the idea of revitalizing a row of cottages, much like the cottage cheese market itself.
The concept of Up Your Street is built around the idea of moving cottage cheese away from its traditional, safe 'cottage' and into more exciting and exotic homes. This shift allows the product to be reimagined and presented in new and interesting flavor combinations. The house-shaped Tetra Pak packaging brings this concept to life in-store, creating a 'street' on the shelf and inviting possibilities for new variants, sizes, and limited editions.
Two such ideas for limited editions include the Haunted House for Halloween and The Love Shack for Valentine's Day. These unique editions would be slightly larger than the standard sizes and could explore different materials and formats to further engage the consumer.
While this is a concept design, the intended materials would be Tetra Pak cartons in individual small 200-300g formats with a tear-off strip for easy opening and a wooden spoon attached for convenience. The consumer is encouraged to engage with all sides of the 'house' design and Tetra Pak format, as well as the 'street' SRP in-store. This interactive design makes eating cottage cheese more accessible and fun.
The project, which started in August 2011, has been ongoing to date. It was designed by Kelly Bennett under the creative direction of Moyra Casey. The design did not undergo any qualitative research testing, but it has been successful in achieving its goal of allowing consumers to re-appraise the cottage cheese category in a distinctive and engaging way.
The innovative design of Up Your Street has been recognized with a Platinum A' Packaging Design Award in 2013. This prestigious award recognizes world-class, exceptional, and highly innovative designs that showcase unmatched professionalism, genius, and contribute to societal wellbeing. It is awarded to designs that advance the boundaries of art, science, design, and technology, exhibiting transcendent excellence and making the world a better place.
Project Details and Credits
Project Designers: Springetts Brand Design
Image Credits: Springetts Brand Design
Project Team Members: Designer: Kelly Bennett
Creative Director: Moyra Casey
Project Name: Up Your Street
Project Client: Springetts Brand Design