Bucureşti, 30 septembrie 2009 – BrandTailors, the strategic and brand design consultancy company, created the new package design for LaDorna flavored milk range. BrandTailors consultants came up with a fantastic story about the origin of LaDorna flavored milk.
Acquired in 2008 by the French group Lactalis, LaDorna was represented on the children-addressed dairy product market by only one SKU - chocolate milk, marketed under the denominator “chocolate milk”. In order to increase penetration of LaDorna among non-adult audiences, Lactalis decides to widen the range of flavored milk by introducing three new flavors: vanilla, strawberry and cocoa - available in Tetrabrick format of 200 ml and 1 l.
In this context, Lactalis addressed BrandTailors the request to adapt the existing graphic solution on the “Chocolate Milk” SKU for three new flavors. After evaluating LaDorna brand in the market context of specific dairy consumption among children, the BrandTailors consultancy company has submitted to the client’s attention the opportunity to address this range of products as a LaDorna sub-brand.
“Following the audit of the dairy market and the product brands of the major manufacturers, it became obvious that LaDorna brand has a strong mature profile and a serious personality, which is why LaDorna cannot directly develop and sustain a right rhetoric for the children universe. Our strategic solution was to syndicate the denomination of flavored milk products range, which resulted in the development of the brand extension called Lăptic”, said Andreea Florea, BrandTailors Brand Consultant.
The package design concept is the result of the intersection of two main sources of inspiration : the need for a natural product that mothers have and the unusual approach that children enjoy. Judging these two needs through the eyes of the child and simultaneously through mothers’ reason, BrandTailors team tried to imagine the most natural way to obtain flavoured milk.
“The sensational story behind the “Lăptic” product range resides in the origin of LaDorna flavored milk that we imagined by thinking like a child: the LaDorna flavored milk is special because it isn’t made as any other similar product: it’s offered by a charmed little cow”, said Andreea Florea, BrandTailors Brand Consultant.
To develop the package graphics for the three flavors, the BrandTailors consultants illustrated the journey of the little cow Dulcia accompanied by her friend Vlăduţ in looking for strawberries, vanilla flowers and cocoa. The manner of the graphic design execution keeps the focus on the children’s playful universe.
“Drawing is one of the favorite activities of children and one of my favorite activities, too. I enjoyed very much the process of rendering life to the enchanted little cow of Vatra Dornei and to create this playful universe”, said Cornelia Pascalin, BrandTailors Junior Graphic Designer.
The aspects of Dulcia and the graphic universe that surrounds her renders the package design visually impactful at the retail shelf level. Moreover, the package design concept creates the premises for introducing new flavors to LaDorna “Lăptic” product range.
The members of BrandTailors team that contributed to the development of this project are: Beatrice Daniş – brand audit and brand strategy, Cornelia Pascalin and Beatrice Daniş – creative concept, Andreea Florea – brand rhetoric, Cornelia Pascalin – graphic design, Mihai Părpălea – image retouching and printing preparation, Andreea Florea and Janos Kurko – project management.
BrandTailors is the strategic and brand design consultancy company that, in over 5 years of activity, has developed lasting partnerships with reputable national and international companies such as: Cadbury, Unilever, Orkla Foods, Caroli Foods, Pambac, Ulker, Tiriac Holdings, Lagardère, GlaxoSmithKline, etc.
The effectiveness of strategic thinking and creative approach has been confirmed in over 70 large projects, during which the team of BrandTailors consultants has proved their professionalism in providing services to create verbal and visual identity, packaging design and communication materials, consultancy the evaluation and brand (re) defining, auditing and revitalizing of organizational culture.
BrandTailors has redefined the standards in over 30 categories of products and services by developing projects to revitalize numerous well-known brands such as: Kandia, Laura, Magura, ROM, Papi, Silvana, Ardealul, Wiesana, Tomi, Eurovita, Loteria Română, Ana Holdings, Europa FM, Radio 21, Liberty Parade, Bankia, Class Living, UTV, Prodlacta, BCR Open Romania and created success brand such as Grania, Gata, Planorama, Edenia, Vertaria, Fulg De Vară, Flavor, Vibe FM, Unlock Market Research, RoREN, JocoLoco and Cher Patissier.
BrandTailors launched in June 2009 the Community BrandTailors Division - the first digital branding and digital brand content consultancy in Romania.