Experts on Dairy
Welcome to the first issue of “epda experts on …”.
Our first topic is DAIRY. In the following you will find contributions from 3 epda members, each of them introducing one dairy project to you. Enjoy reading!
Identifying needs and stimulating interest visually
Modern society, in which consumerism plays such a big role, poses several challenges to consumers, not least how to choose the right product from the many on offer. The fact is that there are too many products and a totally unclear picture of what’s available, and this applies especially to food products. Consumers are often confused and want to see things simplified. This is virtually true of every country, including our immediate neighbours, although needs and consumer demand do vary.
Whereas Germans might wish for more clarity and simplicity, amongst Russian consumers there is a definite nostalgia for the “good old days” and in Norway consumers faced with an enormous choice of products want to be able to quickly identify the respective product benefits.
Germany: What is contentment?
Do cows grazing in Alpine meadows still symbolize contentment, natural goodness and health? This is debatable. But there can be no doubt that this is a clichéd image of German dairy producers. The company Weideglück certainly felt this to be true and decided that they needed a completely new brand presentation. “The brand image should be perceived in an entirely new light and the name Weidenglück reinvigorated. It was from the latter that we derived the inspiration for our solution”, explains Knut Hartmann, designer and founder of khdesign, Offenbach. Together with his creative team, he was able to restore the picture of contentment associated with dairy products by offering consumers a close-up view of the meadow scene. Consumers are invited to use their imagination and experience contentment at different levels on a meadow, under summer skies, between clover leaves and ladybirds, between the milk can and a fruit basket.
The relevant product information is clearly presented and easily found on the label of each product – whether it is a standard product or a special product run. In order to differentiate between the various product characteristics, the design agency developed a separate design for three brands and a special product. All of the packaging was designed around one label concept, and was a noticeable improvement on the old labelling in terms of legibility and product differentiation, thus helping the consumer to make purchase decisions.
Russia: the good old days
If in Germany the consumer wishes for greater clarity and simplicity, the consumers of Russia and Byelorussia yearn for a return of the “good times”: “In the past everything was better, more natural, tasted better, and, in general, childhood was the happiest time of life. Nostalgia unites us with that which we always love or have ever loved”, is how Anna Lukanina, Managing Director of the brand agency Depot WPF in Moscow, describes the trend towards nostalgia that has swept across Russia. Her creative team wanted to catch precisely this mood when it received the contract from the Russian dairy company Vysoko-Vysoko (Sky High) to develop a new brand image. In order to meet this brief, the team drew upon childhood associations.
The designer felt it was particularly important that the consumer be made fully aware of the current problem. Many dairy products in Russia contain a high level of preservatives. This has led to widely held concern among consumers that supermarkets are unlikely to sell pure, natural-tasting milk free of preservatives. In order to promote these precise qualities of Vysoko-Vysoko, Depot WPF created an emotional, honest brand which appeals to childhood associations and thereby to a time when everything was right in the world. This is achieved by using a palette of light colours and illustrations created in water colours in a childlike style from the viewpoint of a child’s eyes: pure, honest, genuine. Like fresh milk straight from the farm.
Norway: A needle in a haystack
As is the case in Germany, the Norwegian market has a vast number of dairy products which make it difficult for consumers to decide what to purchase and which product is the best for their needs. Fermented or soured milk products such as yoghurt, kefir or buttermilk are popular due to their long shelf life, their distinctive taste and, last but not least, the beneficial effects on gastrointestinal flora and the immune system.
After the manufacturer Cultura approached Design House, the latter set about analyzing the special qualities of the Cultura brand and of the products themselves. By contrast with some other manufacturers Cultura had scarcely referred to the health aspect and had no clear concept or message, apart from the special taste experience offered. However, one clear benefit emerged during the period of research and analysis: “Cultura is above all the product best suited to muesli; it is neither too thick nor too thin”, said Per Magne Lund, Chairman of the Design House board, adding “Muesli practically dances in the milk”.
Design House used this USP as the basis for the new design and visual language: the slogan “Cultura with muesli – the perfect combination” was reinforced with a large photo on the pack. With this new message the brand is clearly distinguished from its competitors both in terms of content and packaging, while strongly communicating to the consumer what they can expect from the Cultura brand.