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Elmwood designs Alpro brand identity refresh

Plant-based dairy brand Alpro has revealed a new look, having worked with Elmwood.

The design includes a series of on-pack and digital design accents.

Elmwood said its design ramps up flavour both through the photography and ‘the language used’ by the brand on and off-pack.

Taste descriptor notes such as “smooth, subtle, Creamy Oat” have been brought to the forefront.

A rebalanced palette that combines vibrant whites with pops of colour.

The agency said the logo plays a bigger role in the updated brand world – showing up in more confident ways across various touchpoints and building on the leaf’s iconicity.

Kyle Whybrow, executive creative director at Elmwood London, said: “We decided that there was room to move the needle, creatively, by focusing on Alpro’s wider brand story, rather than pack design alone. The result is an evolved design that focuses on the incredible taste and smooth, moreish texture of Alpro products.”

Hedwig Borgers, global marketing director for the plant-based division at Danone, said: “Having partnered with Elmwood for nearly a decade now, we are incredibly proud of the updated packaging and brand world experience across Alpro’s core and premium portfolio – which looked to emphasise the benefits and health of our products as a core element of the rebrand.”