Orkla Foods Finland’s Jacky is a well-loved child-friendly dairy brand in Finland with a positive, colourful brand image and a tempting range. However the brand required a re-design to restore its appeal with kids and their parent gatekeepers – and to motivate tweens for whom the packaging had become a little too babyish.
Orkla Foods Finland also saw the chance to move away from the licensed Angry Birds characters, used by brands across many sectors, and to create their own unique & ownable brand character that would be cool for kids, attractive to parents and had potential to become an icon for the Jacky brand.
Dragon Rouge was delighted to work with the Orkla team on Jacky’s re-design, exploring ways to make the pack graphics motivating & compelling, and thus achieving the right balance between audiences: for parents making Jacky both playful and healthy, adding approved claims to reinforce its healthy values - and for kids de-coding the visual and verbal language of fun snacking.
Designers immersed themselves in the world of cool kids language, taking inspiration from fashion, games and sports in order to ensure the design would be appealing and appropriate, not patronising.
And so the launch design for the range features a new impactful logo and anarchic Jacky cows adorned in cool clothing and accessories. Bright colours and English phrases added to the stand out and ‘cool’ appeal. Each range is colourful and tempting: the puddings are presented in bright fluted cups with embossed logo to match each flavour, and the fresh milk yogurts, made with ‘free cows milk’ and proudly endorsed with the Made in Finland logo, come in 4-pack cups and Elopak cartons reflecting fresher dairy cues.
Steve Irvine, Creative Director at Dragon Rouge says, ‘We were thrilled to win and work on such a great project – opportunities like this don’t come along often – and it’s credit to the Orkla team that with their bold and brave approach we could create a modern, dynamic brand with ‘attitude’ that can stand the test of time.”
The new range will launch in Finland early in 2016 supported by TV, print and outdoor campaigns and will be on sale in most quality supermarkets.