At my local grocery store, I noticed a line of yogurt that stood apart from the expected tubs of Chobani, Yoplait, Fage, and Dannon:

Norr Skyr.

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In a wall of tubs with neon and primary colors, this stands out like a breath of fresh air. The simple, clean packaging with calico-like prints instantly made me think of laundry hanging out to dry in a countryside, a peaceful homestead where the pace of life is slower.

Turn the container, and it’s clear that if you wish for a taste of a different land—the Nordic countries, specifically—, this yogurt is for you. The copy reflects this: “Enjoy with a Nordic flavor.” “…get the traditional taste of Nordic Summer.” (Immediately followed by the note: “Crafted in America”.)

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The top of the container is just as modest and striking. The eye first processes the name of the company, then the organic mark, then the yogurt flavor, and finally, just possibly, the delicate arc of the product details: “Entirely Organic • Grass fed Milk from Small American Farms • Curative Nordic Botanicals • Quite Simple” The understated layout and generous white space create a sense of basic, clean, fresh ingredients.

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The website of Norr Skyr mirrors this experience of initial impression, association, and desire for journey. The homepage immediately shows you the product, the whole product, and nothing but the product, so help the Nordic gods.

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It then takes you to a distant land… and keeps you there throughout your experience on the site. No shots of modern industrial warehouses, no live Twitter feeds, no flashiness or signs of modern life at all. Because this is the journey you buy into when you choose the yogurt; this is the story you tell yourself that you participate in.

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The style may be plain and simple, but this marketing here is anything but that. Its sophistication is in its ability to tell a story about what this yogurt means—a quieter, less hectic, more rugged lifestyle.

Here’s the Norr Skyr site, with recipes…because people who get Norr Skyr yogurt believe in slow food. They aren’t buying Go-Gurt.