Case Studies
Refreshing one of the most loved dairy brands in South Africa.
The Challenge / Brief
As an ageing iconic South African brand in a now commoditised dairy category, the client's challenge was profitable growth. "Can we revitalise our brand? How should it look, what should we offer and where do we start?"
Not only did the brand need a refresh but the business needed to become much more consumer focused.
Project Deliverables
- Market mapping and segmentation of the entire dairy and fresh juice market
- Portfolio strategy, to help bring some focus and simplify a portfolio that had become quite complex.
- Brand Architecture, to define the relationship between the mother brand and the sub-brands and where the equity should be built
- Brand positioning to define what the brand should stand for; which would be used to guide all brand communication, activation, new product development, packaging and experience creation
- Revitalisation of the primary brand identity in line with the new brand positioning
- Design of all mother brand and sub-brand packaging to bring to life the brand's essence of brightness in the commoditised dairy category
The Outcome
The business is now equipped with a depth of consumer insight they had previously lacked, to help them focus and to guide all their innovation, marketing and sales efforts. The DairyBelle brand has a new lease on life - leveraging all the equity it already owned but with a new freshness and relevance. The brand strategy has provided the road map to guide the journey to profitable growth and the new packaging has already started to bring the desired positioning to life.
The first product to be relaunched with new packaging was DairyBelle's UHT milk (see new packaging below).
Comments from a consumer (an e-mail sent to the careline):
"Just a quick WELL DONE! Your long life milk packaging (absolutely beautiful design with welcoming feel) + easy open lid that WORKS! is stunning. When my wife and I saw it, we grabbed half a dozen. Amazing how your design converted us instantly from the 'other' milk company we used for years to DairyBelle."
Implementation of the brand strategy
