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Case Study

Zuzu / Early morning source of inspiration

Visual identity Package design Package design

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Context
As a leader on the Romanian milk market and with allegedly the highest level of awareness in the category, Zuzu
has been on the shelf since 2006, and has gradually developed line extensions in other dairy categories. During
last five years Albalact established the brand Zuzu in the milk and yogurt category by means of a unique
combination of brand associations generated through name, tone-of-voice and structural package design.

As a consequence of new brands introductions and important brand rejuvenation programs, current dairy
market landscape looks completely changed compared to 2006. In order to preserve it’s position on the
market Zuzu needed a prophylactic consolidation.

Challenge
On top of developing a graphic system to further enable coherent brand extensions on other dairy subcatego-
ries and creating a package design concept to deliver consumer relevance across entire portfolio, the main
challenge with respect to Zuzu re-branding program was defining its role in the category by means of building a
rational brand foundation, while preserving the brand DNA, its differentiating personality and the same base of
Zuzu loyalists.

From the very beginning we understood that Zuzu needed more of


a “content” restructuring, without really changing its
manifestation. That is why each and every brand component was
surgically adjusted and handled, so to preserve the distinctive
Beatrice Daniș
place Zuzu have in the consumers’ minds and hearts. Brand Strategist

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Solution
The project started with an extensive research meant to highlight the connections between the most appreci-
ated brand components among consumers and the most prominent product attributes Zuzu owns in the main
dairy subcategories playing on.

The brand audit conducted by BrandTailors’ consultants along with the research outcome revealed the fact that
it was the unique personality generated by means of the three brand associations (name, tone-of-voice and
structural package design) combination that succeeded in making a difference between the brand and the rest
of the players in the dairy category. It was the same brand association combination to put pressure on dairy
continuous market shift, consequently generating an emergent consumers need – the invigoration – as result of
bringing to life a fundamental motivation with a major volume generating potential.

Those premises were the starting point for repositioning Zuzu


which, by means of a reconfigured brand platform, gets a more
mature and serious tone-of-voice, succeeding in creating a strong
Beatrice Daniș
reason for its acceptance into consumers’ life. Brand Strategist

Further on, the consumer need to be addressed by Zuzu – the invigoration, was matched with “morning”, as
being the favorite consumption moment, all rational benefits associated with the morning consumption habit
making out of this daytime slot the most mature one.

New brand associations to be engraved in its DNA – morning consumption and fridge temperature as a serving
suggestion, together with the differentiating brand personality translate into a unique consumer benefit –
mental refreshment. If coldly served every morning, Zuzu invigorates one’s mind and gives one inspiration with
the saving ideas.

As milk origin holds a strongly important role among rational consumption reasons, the new Zuzu package
design had to embrace slices of nature in such a manner so carry on brand’s urban contemporary tone-of-voice.

Zuzu needed to replace previously used feathers and turn nature’s


frenzy into a package design concept. Vegetal elements such as
leaves and petals gave birth to the new design concept - “nature’s
Janos Kurko
euphoria”, accurately following category’s rhetoric. Creative Director

The package design executions reveal inspiring butterflies, birds or flowers shapes made out of petals and leaves
and set the correct premises for brand’s rational foundation. On top, throughout exuberance and vitality the
package design speaks straightly about the idea if “inspiration” one needs every day.

The visual identity redrawn in accordance with the new brand platform once again preserves elements for the
previous shape brings altogether new meanings with added value to the brand. Subsequently, the logotype
design alternates in a playful manner capitals with small capitals, while the font character grows more solid and
robust. The continuing logo idea definitely creates a visual effect with a high shelf impact and, at the same time,
a phonetic effect that makes the name Zuzu the sound of life lived to the maximum.

design alternates in a playful manner capitals with small capitals, while the font character grows more solid and
robust. The continuing logo idea definitely creates a visual effect with a high shelf impact and, at the same time,
a phonetic effect that makes the name Zuzu the sound of life lived to the maximum.

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Contribution
Brand audit - Andreea Florea, Janos Kurko
Brand strategy - Beatrice Daniş, Andreea Florea
Creative concept - Janos Kurko
Package design - Janos Kurko
Image retouching and printing pre-production - Mihai Părpălea
Project management - Ilinca Apetrei, Anca Andronescu

Project implementation started in July 2010.

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