Rebranding Atria

Design: BrandMe
Location: UK
Project Type: Produced
Packaging Contents: Food

Atria has been a trusted leader at the heart of ethical, modern Finnish living for over 100 years. BrandMe crafted their new brand identity and packaging to reflect their warm, generous and ethical values and bring clarity to a large range of product families, across a portfolio of over 1000 skus.

Nanna Järvinen, Atria VP Brand Marketing: “Atria is Finland’s most known food brand and the current logo had been in place for almost 30 years. Thus, we wanted to choose a partner who could understand our positioning and brand ambition and transfer it to visual design. We chose BrandMe amongst several design agencies, due to their strategic approach and thorough understanding of brand building through design. The whole BrandMe team has managed the project professionally and impressed us with their ability to incorporate the several research results into top notch designs within tight deadlines.”

The new identity and pack range are designed to feel more natural, authentically Finnish and welcoming, and to reflect the care of a brand dedicated to the highest farming and animal welfare standards. The new look also gives the Atria logo greater on-pack presence and reflects the harmony, responsibility and care that Atria has for the Finnish environment and the community of family farms they have proudly worked for since 1903.

Another challenge was addressing the complexity of a vast portfolio of 11 product families across 5 categories ranging from meat, poultry and cold cuts to sausages and ready meals; many of which needed clearer tiering, differentiation and ‘reasons to believe’ to make the range easier to shop and assist consumer choice.

BrandMe worked closely with Atria to refine the brand personality and bring it to life whilst rationalising the whole portfolio, hierarchy of communication and messaging, defining the distinct role, positioning and personality of each family. The result is a clear, fresh and emotionally engaging range design that conveys each positioning and tells the product story with warmth and personality. It is proudly Finnish and with some of the best produce and meat quality, BrandMe art directed the photography and selected colour palettes to add food value and taste appeal for a joyful warm-hearted look.

The new graphic architecture is also versatile and easy to adapt to new and fast-growing categories and evolving trends.

Designer, Tom Mitchell, says 'Atria’s rich story of quality produce, animal welfare and sustainable, co-operative farming needed to be brought to life. Our new, warmer brand identity coupled with a simpler, more foody and approachable pack architecture allows the brand personality to thrive and grow into the future.'