Introduction
An award-winning, new contemporary pasta brand for Sayga in
Sudan.
Challenge
Dal Group, owner of Sudan's biggest flour products brand, Sayga,
wanted to extend the range to pasta and other commodities. Into a
market full of poor quality local produce and dominated by imports,
Dal wanted to introduce a high quality, local brand with export
potential. They asked us to design a brand identity and packaging
to compete with the internationals and appeal to other African
markets.
Solution
We immersed ourselves in the local market, carrying out detailed
analysis, audits and research and gathered a thorough understanding
of the region's food and meal-time cultures. Using the insights
gained, we then helped Dal to formulate a clear brief, inspired by
the strong local custom of extending hospitality by sharing a meal
of pasta with friends. Recognising an opportunity to create huge
brand differentiation, we rejected the prevailing pasta category
norms in favour of a lively, contemporary and boldly colourful
brand image. Instantly recognisable, with its pasta-bowl motif,
Nobo's branding not only has a vibrant presence on-shelf but also
at point of sale and in other off-pack communications. It has been
used to particularly strong effect in the advertising campaign.