Jyvashyva is the historical brand of the group LU in Finland. Created in 1906, it is considered as the most strategical brand within the large panel of Lu Finland.

Lu Finland has asked CB’a to work on a range of 5 products (4 pack ice of 500g, 1 variety innovation) based on natural ingredients and rich with cereal.

Situation :

This range is perceived as too traditional and static VS more and more modern consumers.
The range is loosing strength therefore the necessity for Lu Finland to act on this issue.

Problematic :

How to modernize the Jyväshyvä biscuit range, while keeping it’s natural and beneficent strength?

Objective :

To preserve the totality of Jyväshyvä codes (logotype, colors)
To put forward the nutritional “speech? at each reference
To reinforce the varieties differentiation and the visual’s greed product and ingredient

Strategic Recommendation :

To play with the structure, to enhance the biscuit
To be vigilant in staying generous of the biscuit but by magnifying their representation
To improve the biscuit’s representation at the packaging’s center
To modernize the logotype