Following a 3 way competitive pitch in June 2014, pi global were appointed by Arla Foods in the Middle East to redesign the entire Puck product portfolio, consisting of dairy and cooking products, in excess of 80 SKUs for the global market.
Don Williams, CCO of pi global says: “Puck historically did a great job of blocking at point of sale through a ‘blue wall’ unfortunately, what it didn’t do was give the consumer a happy and easy shopping experience. What we set out to achieve was to retain a strong Puck presence by locking up the visual Puck equities in a powerful and highly visible branding device, while freeing up pack real—estate to focus on product information, food appeal and positioning support.”
The primary objective of the redesign was to echo the new brand positioning of ‘meal time joy everyday’ and help Mums to shine and provide a variety of tasty and enjoyable food solutions for every meal occasion. In addition, the brand needed to inspire, educate and engage consumers of usage occasions and create new ones to help grow the category.
As part of the redesign, pi created a holding device on pack affectionately known as the ‘Puck cradle’ which now forms part of the Puck visual equity toolbox. It creates an emotive connection between the brand and packaging and can be used holistically across all off—pack communications. In addition, it celebrates the idea of Mum being at the heart of her family, always ready to share the meal time joy.
The colour palette for the range is bold and playful and the natural food photography conveys taste and inspiration for Mum.
The creation of an extractable branding unit (EBU) allows the visual identity to be applied to any consumer touch—point with ease and the brand achieves powerful shelf standout with the use of one lead language for the brand name, communicating its truly international credentials.
Navigating the various categories which Puck represents in—store can be challenging for the consumer in Middle Eastern markets and so it was crucial that pi understood all of the cultural nuances before the project started. Therefore, on—pack hierarchy, visual brand architecture, translation and type—setting were all essential parts of the project which pi delivered for Arla Foods.
Safi Nomani, Regional Category Manager, MEA, Arla Foods says: “It was a great pleasure working with pi global on the Puck Masterbrand project. Their dedication and immense branding knowledge shone throughout the Puck brand journey. pi dedicated a brilliant team to the project who were very quickly able to get on board and provide us with a comprehensive solution which will help us to succeed in the ever challenging competitive environment in the Middle East. This was very well reflected in the consumer research we have undertaken across our markets where the response to the new design has been very positive. We would highly recommend pi as our trusted partner for all our branding needs.”
The range will be launched gradually into global markets beginning with the core products; white cheese and mozzarella.
pi global is continuing to work with Arla Foods on a variety of NPD initiatives to ensure consistency and harmony throughout the Puck portfolio.