Refreshing one of the most loved dairy brands in South Africa.
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.
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).
"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."