Double churned, double impact? Pearlfisher redesigns Anchor packaging

The Arla Foods-owned dairy brand turned to Pearlfisher to reimagine its previously undifferentiated packaging. The independent brand design agency explicitly heroed the idea of its butter and spreads being “Double Churned.”

As well as adding “Double churned for a rich & creamy taste” on both tub and lid, Pearlfisher also lightly evolved Anchor’s wordmark. The new design embraces smoother curves and balanced proportions, while the addition of the company’s founding date reminds consumers of Anchor’s 140 years of heritage.

Catriona Mantle, marketing director for BSM at Arla Foods, says, “Anchor has always been about unmistakable taste and comfort. By putting ‘Double churned for a rich & creamy taste’ at the heart of our packs, we’re giving shoppers a clear, confident reason to choose Anchor – and doing it with the warmth and joy people expect from the brand.”

In addition to its new, warmer backdrop and redrawn green hills, the packaging also incorporates illustrated farmer icons as a nod to the brand’s farmer-owned roots. Including the names of farmers who supply its Westbury site in the UK furthers this message.

Johnny White, design director at Pearlfisher, adds, “With a brand like Anchor, it’s about knowing what not to change - and then making a few well-judged adjustments that really lift it.”