Introduction
Redefining Emmi's 65 year-old Onken yoghurt brand for the UK
market.
Challenge
Onken was the first big-pot yoghurt to arrive in UK dairy aisles
but it had lost its way and was struggling to be heard amidst the
din of 'worthy' brands and confusing health messages. Negative and
inaccurate consumer perceptions of Onken as an artificial, value
product had begun to creep in so Emmi asked us to redesign the
brand to dispel the myths and communicate its own clear,
back-to-basics message.
Solution
We began by paring the brand down to its core to focus on what
is at its heart and in the pot. What you see is what you get with
Onken - and lots of it. Nothing too clever or righteous - just big,
generous pots of fruity yoghurt, bursting with flavour. Our
big brand idea, 'the brighter side of life' defines Onken as an
uncomplicated, cheerful, optimistic brand where the pot is always
half-full. We put a tower of real, mouth-watering fruit on the
outside to show consumers what's on the inside and create maximum
impact on-shelf. A friendly 'smile' in the new, inviting,
yoghurt-splodge logo completes the brand's shift from functional to
emotional. Onken's self-respect has been restored and it now
reaches out with a warm, welcoming hug in an otherwise cold
aisle.