New look, straight into the cup

Rett i koppen ("Straight in the Cup") is a popular Norwegian brand for powder that is mixed with water to create soups and drinks. Earlier this year, it was given a new look, created by Norwegian agency Grid.

The brand was last overhauled about two and a half years ago (by London agency LFH) in an effort to halt slumping sales. Evidently, it didn't do the trick as sales have continued to decline.

The new design platform should communicate the positioning "a warming pause". It reintroduces product shots as a central part of the packaging, something that had been lost in the last redesign.

Previous logo.

Grid (archive)