Place is a common metaphor in branding, because you can say a lot about a brand or product by simply stating where it comes from. Not only do places offer a rich source of imagery, they can also represent an attitude to life that people aspire to.
The top of a snow-capped mountain is a place where the air and water are pure. Further down we’ve all seen pretty Alpine villages with chocolate box houses next to green meadows, where we’ve also heard the relaxing musical chime of cowbells. If we’re lucky we might have experienced the exhilarating and healthy feeling of swooshing down a virgin snowfield. And now (new pack on the left) I can get all of that by eating this kwark? Bargain!