FRESH AND GENTLE
Brand Situation
2005. Albalact SA decided to strengthen its position on the dairy market and consequently planned to launch a new brand in fresh milk and yogurt. In order to better cover the market need and to comply with with european standards, it chose the innovative packaging solution from Tetra Pak called Tetra Top, also a novelty on the Romanian market. Following previous collaboration with Albalact on the new corporate identity and the hugely successful Fulga brand, Brandient was commissioned to create the new brand.
Brandient’s Approach & Solutions
A thorough analysis of the yoghurt market, dominated by a global player, revealed a stressful branding, with media channels inundated by a medicine-like approach and suggesting you rather have to be in pain in order to drink yogurt. This was one of the insights on which Brandient worked the brand strategy and architecture, naming, identity and packaging and development directions.
Aiming to urban young, educated, above average income target, Brandient created Zuzú - an unconventional name - which is instantly memorable and induces sympathy, intimacy and coolness.
The package design is a joint creation of designers Bogdan Dumitrache and Cristian “Kit” Paul and achieves both high shelf visibility and clear line extension rules. With a clean, minimalist approach and the rather unexpected use of feathers, the package suggest naturally the feeling of light and gentle/pleasant and supports the verbal identity. Modern and peculiar, the package is a pleasant surprise for the Romanian consumer, who is open to innovation.
All in all, a fresh brand which says that you don’t need medical reasons to enjoy a fresh and tasty yoghurt, it’s enough that you like it!
