Project Requirements

Brand Positioning
Brand Language
Market Audit Brand
Identity Packaging Identity
Brand Guidelines Implementation
Brand Communication

New innovative brand creation for Kerrygold sister brand in the Middle East as part of international growth strategy. 

Eureka is the culmination of a lengthy review and rationalization of Kerrygold’s growth potential in key international markets.  Working closely with the Kerrygold international team we created a new dynamic brand, initially aimed at the Middle East market but with its eyes also set on further afield. 

The brand Eureka emerged following an extensive review of the brand’s architecture, exploring feasibility of brand stretch, NPD opportunities and rationalising existing products to create a cohesive brand strategy to match the group’s growth ambitions.

Throughout the early brand creation stage we explored positioning platforms, profiling of consumer behavior based on unique dynamics within the market, cultural preferences and attitudes to European diary products and consumer shopping insights unique to these markets.

 

The positioning places fun, adventure and health at its core and builds a brand identity that readily appeals to kids while affirming it as a healthy choice for mums.

A dynamic identity was created that is fun filled, lively and vibrant. The new ‘mu dude’ character exudes action filled adventure giving great individuality and sense of fun to the brand. Coupled with the vibrant use of blue the brand has instant cabinet standout and recognition. A well-targeted messaging system adapts across the range, placing key consumer benefit driven messages readily in sight, while maintaining a well-crafted visual balance to the overall packaging.

 
 
The positioning places fun,
adventure and health at its core and builds
a brand identity that readily appeals to kids while
affirming it as a healthy choice for mums.
 

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© VARD, 2016