The German company Ehrmann has long been known in Russia as a manufacturer of dairy yoghurts and desserts of the same name. But this time, Ehrmann commissioned our agency to create a completely new brand for the new brand of spoon yoghurts without being tied to the company's parent brand.
Ehrmann produced a great product based on the Greek yogurt recipe: thick texture with a creamy taste, natural composition, various fruit fillings, no calorie composition. The company's technologists have done everything to make this yogurt a real pleasure.
But how do you package it all? We together with our client, realized that the category of Greek yogurts is not entirely clear to the Russian buyer, and in retail we can find Greek yogurts from different manufacturers that look like twin brothers: they all have a blue background, a Greek font, patterns. But what value do they all bring to our customer? What is this Greek yogurt? But the consumer does not understand what is the value here. It was clear to us that we needed to offer a different solution for our client. It is clear that a new brand needs to be created.
For big sales and business scaling, we needed to identify a powerful consumer trend. The yogurt market is oversaturated with the same type of offers.
These same yogurts have a lot of protein and relatively few calories, and they also have a natural composition. A fairly large number of people are concerned about proper and balanced nutrition, it would be nice if it was also tasty and enjoyable. Women, the main audience, already know that for any eaten dessert you have to “work out” in fitness or torture yourself with diet, that there is no willpower! And what if you do not torment yourself and do not work out? Isn't this a problem that a new brand can solve?
So, the main idea of positioning was the topic of proper nutrition - a hearty snack with pleasure and without aggravating the feeling of guilt for eating sweetness. Diet is the main topic in communications. Society is tired of artificial additives, unhealthy substitutes, or completely empty products that are in no way useful for the body.
Isn't it a value when you understand that you did everything right and enjoy it?
We have developed a new name for the new brand. EPICA - like nothing else emphasizes the nature and idea of product positioning. Consumers have been waiting for this for a long time - and now, it has appeared. Sounds epic! EPICA is natural yoghurt.
To support this positioning, on the front of the platinum we placed a block of text with the inscription "a lot of protein" indicating calories per 100 g of the product, which indicates the functionality of the product. Without this small but very important detail, communication would lose all meaning.
It is impossible not to specifically note the design itself. We wanted to show that the packaging of yogurt is the fruit itself. For this, we needed the perfect fruit with impressive cuts of flesh. The logo in this case should be located on a plate that is contrasting with the pulp of the fruit. In our case, it has a dark blue color, which perfectly matches the category of yogurts standing on a cold shelf. White capital letters perfectly emphasize the logo and create a contrast with the dark blue color. All this helps to highlight the product on the shelf in retail.
After the client approved this concept, we went to shoot the surface of yogurt, fruits and their slices in Sergey Martyakhin's photo studio. Sergey took into account all our wishes for lighting, so that the fruits and slices turned out to be voluminous. After that, we processed these photos again, chose the best pieces of fruit and introduced them into the original layouts. The result is fruit-like packaging.
The EPICA yogurt line fits perfectly into the growing trend of healthy eating and caring for the diet.