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The proof is in the pudding

Superunie, a purchasing organisation representing 13 independent retail formulas, have together with Yellow Dress carried out an extensive market research to investigate the value proposition of dairy brand Melkan.

Client:
Superunie
Melkan

Category:
Corporate Identity
Packaging
Retail Communication
Strategy

STRATEGY
The research showed Superunie, a purchasing organisation representing 13 independent retail formulas that with Melkan the care for one’s family is the number one priority. This value proposition was the starting point for the development of the attractive new design.

PACKAGING
The care for one´s family and the Dutch down-to-earthness are synonymous with the Dutch tile, which can be seen on all Melkan packaging as a constant pattern of diamonds. This tile evokes sympathy and ensures it’s easily recognized on the shelf. The grid offers room for the extensive assortment and the variety within that assortment. From health-conscious propositions to delicious desserts and from dairy for children to regular dairy: everything has its own look.

Melkan Products

Products

TOETIEMONSTERS
Next to the basic dairy range, we recently developed the Toetiemonsters. Funny and playful monsters, based on the Melkan diamond shape, twinkle on the packs. Every variant has his own different face.
SOY
Melkan continues to expand their product range and launched a soy milk range in three different flavours. A great taste and easy to digest since they are naturally free from lactose and gluten. The design is a wink at the known Melkan design but still has is own identity.

 

COMMUNICATION
And the icing on the cake is that Superunie has so much faith in the new design grid that they immediately decided to underpin the new packaging with advertisements and in-store communication materials also developed by Yellow Dress.

Click here to see the Melkan retail case