VALIO – “for snacking” and “for sandwiches”

CLIENT AND TASK

Valio is a Finnish company, one of the largest manufacturers in the dairy industry. DS1 branding has been cooperating with and accompanying Valio for several years, successfully fulfilling business goals of the company.

This time DS1 had the following task: launching a new product on the market – semi-hard elastic kinds of cheese which can be easily rolled and melted on hot sandwiches. It was necessary to create an image of the product which attracts customers and has a friendly dialogue with them.

New product line differs from the main one as it meets not gastronomic but situational and practical needs. An important note: the design of any new product must correspond to the One Vailo Design concept.

ANALYSIS, RESEARCH

Cheese category is one of the most competitive ones on the food market. There is a huge range of brands presented: from local to international ones. High demand can be explained by the simple way of consumption: ready-to-go format makes the process of cooking breakfasts and snacks easy.

Moreover, cheese is perceived as a healthy product rich in protein and calcium. Thus, a modern consumer tries to find a balance between taste, health benefits and utility. Simple consumption is the key factor for choosing cheese.

To meet the expectations and needs of the consumer Valio has launched on the market new cheese line:

Brand character and tone of voice

Brand character is positive, attentive and friendly. The brand understands the needs of the audience and offers easy and practical solutions caring about their time.

WORK PERFORMED

• analysis, research
• copyright
• packaging design development
• food-zone
• adaptation for 2 SKUs
• prepress

REALISATION

Bright orange and bright green have become the main colors of the packaging. They attract customers and they`re usually associated with open-minded and easy-going vibes. Plant elements used in the packaging highlight one of the unique selling points – naturalness of the product.

DS1 branding used craft and hand-written fonts to show a friendly, kind tone of voice. The main highlight of the packaging is a food-zone which illustrates ways of consuming the product – rolled cheese slices and sandwiches are the easiest and fastest snack options.

DS1 branding has managed to convey unique characteristics of the product through its visuals. Now brand positioning is clear and the product stands out from the competitors. Simple and structured design system strengthens the positive attitude to the product.