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Lambi seeks to refresh its image

LFH was appointed following a pitch between four European agencies. The agency has extensive experience in the Scandinavian market, having worked in the region for the last twenty years.  In 2009 it was appointed by Finnish confectionary business Fazer, and other clients include Stabburet which produce the Norwegian juice brand Nora, and The Big One pizza brand.

Lambi is a leading premium tissue brand in Northern European and Baltic markets and over the past years has expanded into Russia and Eastern Europe. Metsä Tissue has therefore decided to update the design to compete against increasing international and local brands competition and ensure that the design is relevant for all markets.

Since its last redesign, Lambi has launched new categories. The new design needs to ensure that the entire assortment communicates the Lambi core ‘proposition of softness’ and has good shelf standout in a competitive market. Lambi is appealing to a target audience who seek affordable everyday luxury and style, good taste and aesthetics, and who are attracted by ‘loving family moments’.

Anna Jenkins, Lambi Brand Director, said: “One of the key tasks of this brief is to communicate a clear brand architecture which will reflect product categories and form the basis for NPD and innovation, and we were very impressed with LFH’s approach in this area”.

Naomi Hawkins, Business Development Manager at LFH, said: “We are looking forward to working with Metsä Tissue as a strategic design partner and to updating the Lambi brand to reflect its new products and new markets. “