OVERVIEW
White Dezert is a smooth, creamy eating fruit yoghurt with a thick consistency processed using natural ingredients and flavors. The brand consists of a smooth creamy fruit yoghurt made with of natural ingredients with most of its deliveries made to insititutions (schools, hotels and hospitals). Free deliveries are made towards to individuals homes or offices within Nairobi. White Dezert is most likely to be a substantial yoghurt upgrade for many, therefore the objective was to get the product into as many consumer homes and East African retail stores as possible.
WHAT WE DID
Creative Strategy
Creative Development
Asset Creation
Digital Engagement
BRAND
White Dezert Limited
THE BRIEF
In a bid to reposition itself and be more competitive, white dezert yoghurt decided to re-brand. They approached us to redevelop their brand identity and the packaging design of their line of yoghurt products. With competitors in mind, we dug deep into the workflow of their branding and marketing in order to identify common themes and design patterns. We quickly discovered that the primary conversion goal of White Dezert was to build brand awareness in order to close sales.
THE SOLUTION
The essence of any yoghurt is experienced in a bold, smooth creamy texture when tasted. We developed a logo that captured that very essence both in color and with free flowing design. When creating the package design, we drew an inspiration from the sun, a key element that works to ripen and ensure fruits are palatable upon maturity.
BRAND IDENTITY
Given the guidance at the beginning of the challenge and the exploratory research into the yoghurt market we also decided to use the following design principles to develop the brand identity of White Dezert: New — the brand should appeal to hipsters and millennial audiences. Fresh – the messaging of the brand should feel playful and reflect the look and quality of organic ingredients. Long-lasting – the brand should feel full of integrity, classy, strong, and trustworthy.
THE RESULT
We decided that a social media coupon campaign via Facebook was the best way to reach the target audience for White Dezert and wanted to use the strong brand presence that the Yoghurt has built up over the years, in order to achieve this. White Dezert’s well-established Facebook page was identified as the ideal platform to promote the new yoghurt range, by offering a print-at-home coupon for the yoghurt which was launched in Nairobi in March 2014. The social media campaign was a success, the free product provided instant gratification and helped to deliver a strong performance. White Dezert is already the East Africa’s best-selling fruit yoghurt.
