In Sweden, the dairy product “fil” has been a staple for centuries. It’s like a tangy yoghurt, thanks to its fermentation process. Norrmejerier is a dairy brand from northern Sweden, where the northern lights are a common and powerful phenomenon up in the sky. For the relaunch of their Norrskensfil (Northern Lights Fil) we had one clear goal: to attract the next generation of “fil” lovers. A fast-moving young crowd familiar with energy bars and drinks, who expect brands to innovate, also through bold design.
To make Norrskensfil (Northern Lights Fil) resonate with these energy seekers, we flipped a low-energy category around and left the traditional mellow colours and cues behind. Instead, we leaned 100% into the Arctic’s natural power of the Northern Lights. Crash, smack, boom! Natural neon lights, dancing energy up in the sky. Journeying into the atmosphere, we visualised taste in a new way, creating a bold clash of past and future. Vibrant colours and flavours swirl across a paper brick pack, turning sustainable packaging into a magnetic field.
The result pulls in the next generation, their parents, and grandparents—making good ol’ fermented dairy go hype.
