FRAU PAMPE
NEW BRAND OF THE POPULAR INSTANT PORRIDGE RANGE
Background
TM Dobrodia has been producing a line of instant porridge for a long time.
Company Description Dobrodia Foods
TM Dobrodia provides a wide range of bulk oat flakes, cereal mixes, as well as granola and cereals. Today the company Dobrodia Foods produces more than 50 types and 150 products throughout Ukraine.
The company produces the following line of prepackaged products under TM Dobrodia:
- Super Hercules.
- Super Hercules with oat bran.
Analysis of the existing brand
Lack of a memorable brand image (positioning).
Non-unique name (a large number of brands are built around the root DOBRO).
Lack of TSS.
Product price category
mid-price plus segment (above average).
Sales market
all of Ukraine.
Target audience
mass consumer, the core is women aged 30-45. Leading an active lifestyle.
Project execution
Work on the project started with a market study of the instant cereal market. The main finding of the study is that 90% of competitive brands use appetizing images of the finished product as the centerpiece of their package design. Based on the need to build off the competition, the decision was made to look for positioning in an emotional image rather than appetizing packaging. The client was given 3 different concept options to consider.
Concept: Girl (Frau)
Keywords:
Work on the project started with a market study of the instant cereal market. The main finding of the study is that 90% of competitive brands use appetizing images of the finished product as the centerpiece of their package design. Based on the need to build off the competition, the decision was made to look for positioning in an emotional image rather than appetizing packaging. The client was given 3 different concept options to consider.
Logo
Infographic:
1. Schematic display of fruits in flat style, instantly informs about the flavor filling.
2. There is a cooking time, 3 minutes – it’s cool, it’s fast.
3. In an intuitive form, the consumer is offered options, with what you can pour porridge.
Sometimes people do not even think, and do not guess that you can make from ordinary porridge on water, a real dessert – porridge on yogurt!
Identifying element
The centerpiece is a huge circle that attracts attention with its unique shape and color combination. Maximizing reinforcement of the FRAU name, which will ensure better memorability.
The bifurcation of the head is done in the colors of the german flag. Which in combination with the name subliminally speaks of quality, usefulness, excellent taste.
The girl is slender and beautiful (hair, skin, lips). She can be either a housewife or a successful business lady.
CBP
1. Doday, what you like (infographic). There are no similar offers on the market.
2. The label “Grain of Ukraine” gives the product reliability and increases trust, demonstrates the high quality of the product of domestic production.
3. The label “European Standard” reinforces the message about the high quality of the product.
Result
As a result of working with TM Dobrodia, an effective brand of instant porridge line was created, which now has a significant advantage in the competition on the modern market.
Summary
KOLORO branding agency carried out a comprehensive work on the creation of a new brand. An emotional design and an effective UTP were developed.
If you like the project, you can contact us and a team of professionals will create for you an effective brand with a unique positioning.
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