How to make a brand a lifestyle choice, not a medical one.
Kerry Foods recognized that awareness of Pure as an everyday and tasty alternative to butter was found to be very low (outside of the dairy intolerant market) so brand owners Kerry Foods commissioned us to develop new branding.
The brand is now more clearly called Pure ‘Dairy Free’, to highlight the product’s difference on first view and to build consumer recall. Tastiness is also essential, so we created a series of images that show it as versatile for baking and cooking or just adding a touch of extra flavour to dishes.
Visual Identity
Packaging design
Copywriting
Art Direction
Guidelines
Awards
Best Packaging Campaign finalist 2011
Grocer Marketing Awards
Finalist 2011
Blades Pitch Awards
Results
Early quant research revealed that 68% of current non-buyers preferred the new design and 90% of existing consumers felt a greater emotional connection to the brand.
"The pack change has been a very valuable asset for us. The big wins have been in terms of distribution getting all 3 SKU's listed in Sainsbury's and Tesco during 2014".
