GLOBINO DAIRY UMBRELLA BRAND:
BUTTER AND CHEESE
"There's more milk than milk."
Background
Globino Company is one of the leading producers of meat and sausage products on the Ukrainian market. The company is on the 11th place in the rating of “Focus” magazine – 50 most popular brands of Ukraine. In addition to meat products, the company is engaged in the production of dairy products.
Globino Group of Companies turned to KOLORO branding agency and ordered redesign of packaging for dairy business (hard cheese, butter, processed cheese). First, we created a brand identity and package design for the hard cheese. The next stage was the redesign of butter and cheese packaging of Globino dairy brand.
Cheese and butter packaging design: a challenge
– to form an extraordinary corporate style;
– to increase brand recognition;
– to strengthen positions in the dairy market of Ukraine;
– to increase sales.
We also needed to develop a UTP (unique selling proposition) for a dairy brand. When creating positioning, the connection between the dairy segment and Globino’s meat division was taken into account. The work on creating a new package design for butter and processed cheese lasted 4 months. The brand identity was based on the “Splash” idea we had already approved for hard cheese.
Stage 1. Analysis of the butter and processed cheese market
Consumer portrait
Melted cheese is bought by men and women in their 20s. Students and workers often snack on them during lunch. Parents sometimes buy processed cheese for their children’s afternoon snack. They are also an ingredient in salads and light appetizers. Because of the youthfulness of CA, the design of processed cheese can be more playful, colorful and fun. Since 2014, consumption of processed cheese has increased (due to the share of hard cheese in the mid-price segment).
Butter in Ukraine is mainly bought by women aged 30 and above. Most often, the oil is bought for the whole family: the couple and the children. Customers have defined the average price segment for Globino oil. It is the most popular oil with a fat content of up to 85%. The market is also characterized by high competition and the presence of regional leaders, leading to greater rivalry on the shelf.
Trends in the design of processed cheese and butter packaging
For the design of dairy products of the middle price segment, white color is most often used. This draws attention to the natural origin of the products. Images of farm animals on the packaging are also designed to emphasize the freshness and purity of the dairy products.
Playful motifs are popular among manufacturers in the Ukrainian cheese market, the image on the packaging of appetizing photos – sandwiches and vegetables, which can be combined with cheese for a snack. Gold colors prevail in the design of the oil packaging, and there are often references to Soviet motifs.
The situation of buying processed cheese and butter
Butter is bought once every 2-3 weeks. Most often, consumers opt for the standard 200 gram pack. If consumers have a large family, they can choose a 500-gram package, but it is a rarity for Ukrainian producers.
Processed cheese refers to irregular purchases. Their consumption increases slightly during the holidays, as they are elements of several popular salads. City dwellers prefer to buy butter and cheese in supermarkets. In second place are specialty dairy stores or kiosks.
Consumption situation of processed cheese and butter
Butter is one of the key elements of sandwiches. It is also used to dress porridge, it is used in the preparation of a variety of baked goods. Processed cheeses are a regular part of students’ diets. They add them to soups, often combine them with rice, and use them to make sandwiches (instead of hard cheese).
Also processed cheese can be a stand-alone dish, it is suitable for a quick snack.
Source material - Previously developed by us corporate identity of Globino umbrella brand
Stage 2. Developing a design concept for packaging of processed cheese
Searching for an idea
The market of processed cheese in Ukraine is quite saturated. When working on the design of the cheesecakes, we immediately refused to use traditional milk motifs. The only dairy reference is the winning blue and white color combination, which has already been used in the design of the hard cheese packaging.
Best idea: process
At first, we were thinking in a rather formulaic way. We tried to use Soviet motifs, as cheese is associated with this period in part of the population. We also thought about focusing on wave silhouettes (you can see all the concepts a bit below). However, all of these had already been used by someone else, so we continued our search.
As we learned from the study above, the target audience for cheesecakes is young people. This means they are less inhibited and more often open to new things (compared to the older generation). This means that product packaging aimed at a younger audience may not be directly associated with the product: a sandwich or a person eating it does not have to be drawn on the cheese. So we went bold and came up with two completely different illustrations that are only indirectly associated with cheesecakes. The packaging of “Friendship” was decorated with variegated trees, and for the cream cheese we invented a character – a snow-white rabbit in a fashionable sweater and with a sad look. The signature blue and white color combination and milk splashes formed the basis of the packaging.
Final result
A cute rabbit in a stylish scarf is the centerpiece of the Smetanka cheese package. The green variegated trees on Friendship contain several semantic subtexts. First, they symbolize a clean, ecological product with no harmful additives. Second, it encrypts the name of the cheese. Although the trees belong to different species, they are connected to form a single forest. In the same way, very different people are united by friendship. Common to the design of all packs remains the combination of colors and the characteristic milk splash.
Developing a name for Smetanka cheese
The product line consists of 2 products. The first is “Friendship” and the second is “Smetanka”. Thinking about sour cream cheese and matching its name to an already invented character, an epiphany came to the KOLORO team. The white rabbit got a name – Smetanka.
CBP
All the processed cheese concepts
Stage 3. Development of butter packaging design concept
Finding a design concept for the oil
The designers and marketers of KOLORO branding agency faced a difficult task: to create a package design that would emphasize the main advantages of the product and make the brand different from its competitors. When developing the first packaging design concepts, we decided to emphasize the naturalness of butter. We thought about using watercolor illustrations that depict the situation of butter consumption (left concept).
The right concept was simple, it echoed the design of cheese. The color scheme was kept in calm tones: light blue packaging with orange flecks. When choosing colors, the designers relied on research in the field of psychology: blue is associated with freshness, and orange – with health.
Selected concept
Approved Oil Line Design Concept
Based on the data about the Ukrainian butter market, marketers and designers of KOLORO branding agency decided to use European experience in design. The final butter package design contains 4 colors: white, blue, yellow and orange. The oil line consists of products of different fat content, so the fatter it is, the more intense the yellow color of the corner of the package. Color gradation helps the customer to intuitively understand the main characteristics of the product, and to find the right pack on the shelf. This concern for consumers generates brand attachment.
For the butter, they chose a flat style and used three colors: white, blue and warm yellow. The minimalism of the design emphasized the quality of the products: they do not need additional images to emphasize the naturalness and freshness. The new design will help consumers, too. All the information about the oil is clearly visible. For example, the fat content is indicated in large numbers on the white splash. The company logo is also located there. The splash on the packaging emphasizes the high amount of milk in the product.
Old design
New design
Pattern
Design of the back side of the package
Information about the manufacturer, expiration dates, composition and calories should be placed on the back of the package. KOLORO designers tried to unload the packaging, use a schematic structure, which will simplify the consumer’s interaction with the packaging. Simple, medium-sized fonts helped with this as well.
Also on the back is an explanation of the TSS – “Milk is more than milk.” Thanks to research, marketers at the KOLORO branding agency found out that 10.5 liters of milk must be processed to create 1 kg of butter or cheese. This is how the UTP for the Globino dairy umbrella brand came into being: “Milk is more than milk”. The designers were able to give it a graphic expression and created an infographic. She explains in a simple and clear form what the advantage of Globino dairy products is.
Results of the brand design project:
– Attracting consumers’ attention to Globino dairy products;
– Increase in sales and retail market share in the dairy segment;
– Globino dairy brand has its own face;
– The company managed to move away from the image of an exclusively meat producer;
– Unusual packaging allows to stand out among competitors.
