2 UMBRELLA MILK BRAND “GLOBINO”
"There's more milk than there is in milk."
In cooperation with Globino Group and for their dairy brand, KOLORO branding agency created positioning, UTP, corporate identity, and packaging design. Work on the project lasted over 4 months. It is based on the information that it takes 10.5 liters of milk to produce 1 kilogram of cheese.
That’s how the slogan “There’s more milk than in milk” (“More milk than in milk”) came about. When choosing a style for the packaging design, we settled on Flat or European. It helped build off competitors and emphasize the “milkiness” of the product. With a refreshed design and a cohesive image, the brand was able to increase sales and awareness. Read more about the steps of creating a milk “umbrella” below.
How did the Globino dairy brand come into being?
In Ukraine, Globino is primarily a meat brand, and Globino Meat Processing Plant is among the top three leaders in the meat market of Ukraine. Also under the Globino brand the company produced dairy products – hard and processed cheeses, butter. Hard cheese without packaging was sold successfully, while the packaged version did not have a special identity and lagged behind the top players in sales (primarily the brands Como, Zveni Gora, Club Syrah, and Farma). Therefore, it was decided to create a more recognizable face of the brand.
Task: to develop a brand of dairy products "Globino"
We needed to unite under one “umbrella”:
- hard cheeses;
- processed cheese;
- butter.
Packaging redesign: objectives
- Establishing communication with the consumer;
- Increased brand awareness;
- Formation of the whole dairy image of “Globino” in harmony with the meat direction;
- Increased sales as a consequence of all of the above
One of the main difficulties has been maintaining the connection of the new dairy umbrella with the Globino meat division. The meat was to be distanced from, taking the best from a recognizable brand. Milky colors – white and blue, infographics and supporting texts, logo modification (moving away from copying the sausage logo) helped in this task.
Before KOLORO marketers started working on the idea of positioning, the dairy brand did not have its own zest and UTP. To come up with a unique brand pitch, we studied our competitors and their approach to branding in detail. We started developing the umbrella brand of dairy products with hard cheese. When developing the design for the range, it was important to unify the series with one common motif and highlight the difference of each product.
Phase I. Analysis of the hard cheese market
Internal brand audit: conclusions
The following conclusions were made as a result of the audit:
- Price segment – medium, among cheeses produced according to DSTU;
- Sales market – the whole territory of Ukraine;
- Sales locations are large and small retail.
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Trend analysis: cheese packaging design
The color white is directly associated with milk and is present on all dairy products. It is common practice for mid-priced milk to use white as the primary color. Making history on dairy symbols on the packaging. They should be an organic extension of the packaging and not cut the eye. Utilize all packaging to attract consumer attention. This is expressed in infographics and supporting text.
Consumer portrait
The target audience of cheese “Globino” – women from 30 to 55 years old, their income level – 3000 UAH and above, average number of family members – 3 people. Thus, we have determined that the price segment of cheese is medium.
Phase II. Creating a brand of dairy products: design concept for hard cheese packaging
We were tasked with designing for 3 packaging formats:
- 220 grams;
- 2 kg;
- 10.5 kilograms.
We started our work with the 220 gram pack, as consumers encounter it more often than other formats. The first ideas were stereotypical and banal. In an attempt to tie dairy imagery to the pack, we experimented with depicting cows. To emphasize local traditions, the packaging was decorated with Ukrainian landscapes and embroidered patterns.
The packaging design development ended with the presentation of several concepts.
Design Trends:
Concept 1. Nature
Associations: village, nature, home production, sustainability. On the packaging we depicted a meadow, grazing cows and a rural landscape. It refers us to our childhood in the village at our grandmother’s house, the aroma of steamed milk, and shows the naturalness of Globino dairy products. The color of the packaging should reinforce this image and confirm the impression that the product is environmentally friendly. On the top of the package, we placed a pattern – a small red dot. It will make it easier to find the product on the shelves in the store.
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Corporate identity development: insights
Our main challenge was to build off the competition and not lose the fresh dairy image we wanted to convey to consumers. So we kept the color scheme from concept number 3 and changed it to fit our special brand. During the development of the cheese packaging design we came to the conclusion that the European or so called cheese packaging will help us to stand out. “flat” style.
That’s how our dairy cheese concept, Splash, was born.
Design Trends:
Concept 1. Nature
Associations: village, nature, home production, sustainability. On the packaging we depicted a meadow, grazing cows and a rural landscape. It refers us to our childhood in the village at our grandmother’s house, the aroma of steamed milk, and shows the naturalness of Globino dairy products. The color of the packaging should reinforce this image and confirm the impression that the product is environmentally friendly. On the top of the package, we placed a pattern – a small red dot. It will make it easier to find the product on the shelves in the store.
Read more
Corporate identity development: insights
Our main challenge was to build off the competition and not lose the fresh dairy image we wanted to convey to consumers. So we kept the color scheme from concept number 3 and changed it to fit our special brand. During the development of the cheese packaging design we came to the conclusion that the European or so called cheese packaging will help us to stand out. “flat” style.
That’s how our dairy cheese concept, Splash, was born.
Creating the design of Globino cheese packaging - main elements
Viewing window. This element allows the consumer to verify the quality of the product. Through the transparent window he can clearly see the cheese, its color and consistency.
Milk sprinkles. The entire packaging is built around milk rivers – flowing white waves on a sky blue background. They create a sense of freshness and reinforce communication (read about it below).
Supporting texts and infographics
Ensure repeat purchase, complement positioning, improve product perception. Buyers trust such phrases if they don’t see obvious returns.
Development of a unique selling proposition
A unique selling proposition should rest on 3 points:
- Be based on direct and obvious benefits to the buyer.
- Being unique: competitors don’t have a similar option or they do, but they don’t talk about it.
- Be strong enough to attract new customers.
At the heart of our TSS is a contradiction. An interesting fact that is distrustful and memorable helps leave a mark in the consumer’s mind. And the detailed disclosure on the back reinforces product and brand belief and builds customer loyalty.
