UMBRELLA MILK BRAND “GLOBINO”
"There's more milk than 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.
This is how the slogan “Milk is more than in milk” (“There is more milk than in milk”) came into being. When choosing a style for the packaging design, we opted for Flat or European style. It helped to set us apart from competitors and emphasize the “dairyness” of the product. Thanks to the updated design and a coherent image, the brand managed to increase sales and awareness. Read more about the stages of creating the dairy 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, but the packaged version did not have a special identity and lagged behind in sales from the top players (primarily the brands “Komo”, “Zveni Gora”, “Club Siru”, “Farm”). Therefore, it was decided to create a more recognizable brand face.
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 was maintaining the connection of the new dairy umbrella with Globino’s meat division. It was necessary to distance ourselves from meat, taking the best from the recognizable brand. Dairy colors – white and blue, infographics and supporting texts, logo modification (moving away from copying the sausage logo) helped in this task.
Before KOLORO’s 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. While developing the design for the range, it was important to unite 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 findings of the audit were as follows:
- 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
White is directly associated with milk and is present on all dairy products. It is common practice to use white as the primary color for mid-price segment milk. Incorporating milk symbols into the story on the packaging. They should be an organic extension of the packaging and not cut the eye. Utilizing the entire packaging to capture the attention of consumers. 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. Trying to tie dairy images to the pack, we experimented with images of cows. To emphasize local traditions, we decorated the packaging 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, eco-friendliness. On the packaging we depicted a meadow, grazing cows and a rural landscape. It refers us to our childhood in the countryside at our grandmother’s house, the aroma of steamed milk, and shows the naturalness of Globino dairy products. The color of the package should reinforce this image and confirm the impression of the ecological friendliness of the products. On the upper part of the package we have 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 left 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, eco-friendliness. On the packaging we depicted a meadow, grazing cows and a rural landscape. It refers us to our childhood in the countryside at our grandmother’s house, the aroma of steamed milk, and shows the naturalness of Globino dairy products. The color of the package should reinforce this image and confirm the impression of the ecological friendliness of the products. On the upper part of the package we have 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 left 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 check the quality of the product. Through the transparent window he can clearly see the cheese, its color and consistency.
Milk splashes. The whole 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 text and infographics
They ensure repeat purchase, complement positioning, improve the perception of the product. Buyers trust such phrases if they do not see any 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 engage new customers.
At the heart of our UTP is a contradiction. An interesting fact that arouses disbelief and is memorable helps to leave a mark in the consumer’s mind. And detailed disclosure on the back reinforces faith in the product and brand and increases consumer loyalty.
Our concept was built around the naturalness of the product and the fact that 10.5 liters of milk must be processed to produce 1 kg of cheese. This rule is relevant for any hard cheese, which is produced according to DSTU. However, no one before us had built their positioning on it.
Author's supervision over the production of the first print run
Printing method: gravure printing.
We chose gravure printing technique to produce the packaging and prepared the original layouts for submission to circulation. We control all of our work at the stage of the first print run. This allows you to print everything correctly the first time.
Transferring the concept to other packaging formats
Development of other elements of corporate identity
A ready-made and adaptive corporate identity is not difficult to transfer it to the main media the consumer encounters. For example:
- Price tags;
- Packages;
- Corporate transportation;
- Staff Clothing.
Project team
From the side of KOLORO branding agency: project manager, account manager, 2 designers, 2 marketers and a copywriter. On the client side: designer, technologist, technical control department and 2 top managers.
Project realization period from TOR discussion to package printing – 4 months.
Project outcomes
After the product was launched with updated packaging, sales began to increase. We managed not to lose loyal consumers and to gain additional ones, who were attracted by the new packaging design and catchy PPC.
The dairy division has developed its own corporate identity that does not conflict with the meat division, yet has points of contact with it.
