FRAU PAMPE
NEW BRAND OF THE POPULAR INSTANT PORRIDGE RANGE
Background
TM Dobrodia has been producing a line of instant porridge for a long time.
Company Description Dobrodia Foods
TM Dobrodia provides a wide range of non-packaged products of oat flakes, cereal mixtures, as well as muesli and cereals. Today the company Dobrodia Foods produces more than 50 types and 150 items of products throughout Ukraine.
From prepackaged products the company produces under TM Dobrodia the following line of items:
Super Hercules.
Super Hercules with oat bran.
Analysing the existing brand
Lack of a memorable brand image (positioning).
Non-unique name (a large number of brands are built around the root DOBRO).
Lack of a UTP.
Product price category
mid-price plus segment (above average).
Sales market
all of Ukraine.
Target audience
mass consumer, the core is women aged 30-45. They lead an active lifestyle.
Project execution
Work on the project started with a marketing study of the instant cereal market. The main conclusion of the research was that 90% of competitive brands use appetising images of the finished product as the central element of packaging design. Based on the need to differentiate from competitors, the decision was made to look for positioning in emotional imagery rather than appetising packaging. The client was presented with 3 different concept variants for consideration.
Concept: Girl (Frau)
Keywords:
The project work started with a market research on the instant cereal market. The main conclusion of the research was that 90% of competitive brands use appetising images of the finished product as the central element of the package design. Based on the need to differentiate from competitors, the decision was made to look for positioning in emotional imagery rather than appetising packaging. The client was presented with 3 different concept variants for consideration.
Logo
Infographic:
1. Schematic display of fruit in flat style, instantly communicates the flavour profile.
2. There is a cooking time, 3 minutes is cool, it’s fast.
3. In an intuitive way, the consumer is presented with options on what to fill the porridge with.
Sometimes people don’t even think about it, and don’t even realise that you can make from ordinary porridge on water, a real dessert – porridge on yoghurt!
Identifying element
The central element is a huge circle, attracting attention with its unique shape and combination of colours. Maximising the FRAU name, which will ensure better memorability.
The double head is made with the colours of the German flag. That in combination with the name on a subconscious level speaks of quality, usefulness, excellent taste.
The girl is slim and beautiful (hair, skin, lips). She can be both a housewife and a successful business lady.
Translated with www.DeepL.com/Translator (free version)
CBP
1. Doday, what you like (infographic). There are no similar offers on the market.
2. The label “Grain of Ukraine” gives the product reliability and increases trust, demonstrates the high quality of the product of domestic production.
3. The label “European Standard” reinforces the message about the high quality of the product.
Result
As a result of working with TM Dobrodia, an effective brand of instant porridge range has been created, which now has a significant competitive advantage in the modern market.
Summary
Summarisation Emotional design and effective UTP were developed.
If you liked the project, you can contact us and a team of professionals will create for you an effective brand with a unique positioning.
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