The story
6 words
on the front of every carton
An oat and dairy co-operative on the Jutland coast, given one clear name and a carton that explains itself in six words.
Kyst had eleven products, three sub-brands and packaging written by committee. On shelf, none of it could be read from more than a metre away.
We removed the sub-brands, named the range by what is inside, and wrote a front-of-pack rule: six words, no adjectives.
The cartons now carry more white space than any competitor, and the co-operative’s farmers appear by name on the side panel.
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