Rebranding & Redesign / Packaging design
Extremely successful rebranding of dairy products range of “Ani Product”
Our Client approached us to do the rebranding of their line of dairy products that has been on the Armenian market for years. In this market, the competition of dairy products is very fierce given that a very big number of brands have the same schemes of color. The market lacks a unique design that stands out of the lot. So our task was to create a successful solution that would translate as well into a merchandising success, with a new design that will be different and stand out among all the other brands out there.
We came up with an idea of creating an image of an adorable, loved mammal, which is the symbol of a village home, pure and natural food products - “Tsaghik kov” (Flower cow) which is associated with the healthiest and most beautiful mammal of the farm. So we created this emotional engagement and set up the base for strong visual communication, an image so captivating and impactful, that every Armenian customer knows and sympathizes with. The design of the logo is a simple black spot as the spot from the mammal’s body and the text on the white packaging is also black to clearly pop out to the eye and make it easily readable. After rebranding the dairy product line of Ani Product, the sales have explosively increased in just a few months after the relaunch.
The visual approach was decided to be minimal and modern. Also this new design had to reflect the high quality of the product that was inside of the packaging, therefore, just by looking at the packaging, the goal was to let the customer understand, that this particular brand contains a natural, pure product inside, therefore making them want to try it and choose it among its competitors. Finally, we had to create an emotional engagement factor between the consumers and the ANI Product line, so that it becomes their go to brand. In order to do that we had to set up the base for strong visual communication, an image so captivating and impactful, that it will grab attention and create an emotional link with the customers. In the Armenian village culture, cows play a very important role, and people have over the centuries created a very strong bond with this mammal, given that usually entire families and villages depended on this animal for a living. So villagers used to give popular and affectionate names to their cows such as ‘’Maral’’, ‘’Jeyran’’ (both meaning deer), Sirun (meaning beautiful), etc The most popular is the name “Tzaghik Kov”, which is used to designate the most beautiful cow. So by illustrating the ‘’Tzaghik Kov’’ on our packaging, the idea was that people would immediately – given that they are familiar with this saying – understand that we are signaling the most beautiful and well-formed cow. Pointing that the brand’s cow feeds on clean grass and flowers in order to produce the highest quality dairy. We then have developed the character of our ‘’tzaghik kov’’and storyline by adding mischievous, yellow chicks which kept our cow company. We wanted to show by our illustrations the reality of the healthy environment in which those cows are kept. Therefore, our’’dzaghik kov’’ was depicted in her natural habitat where she grows surrounded by domestic animals. Finally, those bright colored decorations were intended to contrast with the overall pure whiteness of the packaging. Furthermore the new logo and the text were chosen to be black in order to clearly pop out to the eye and make it easily readable. Finally the design of the logo is a simple black spot which is a nod to the spot from the mammal’s body. After the new redesigned line was launched on the Armenian market, the brand had a great feedback and very considerable rise in the sales for all its items. With the popularity of the rebranded ANI Products getting bigger and bigger, we can confirm that a good and successful visual communication strategy, has a direct and straightforward impact not only on a visual level, but also from a merchandising and business point of view. Branding is really a powerful tool!