In order to maximise Cocio’s impact on-shelf and celebrate the brand’s ‘iconic’ status, Dragon Rouge pared back the design, removing superfluous graphic elements allowing the brand mark to be the hero.
Silver foil is used in a minimal, effective way to cue ‘premium’ and ‘refreshment’.
“We’re thrilled to be a part of refreshing the classic and iconic Cocio brand’s positioning, and identity and helping in launching it in the UK market,” said Kate Waddell, insight and innovation director at Dragon Rouge. “The brand’s implicit premium, distinctively indulgent, yet refreshing taste and iconic identity are perfect for the current market dynamics. Our research with consumers has shown the major potential for the brand in further shaping the renaissance in premium dairy in the UK, and in creating very different occasions and experiences within dairy drinks.”
“Dragon Rouge helped us to really get under the skin of the consumer in the UK market,” said Sara Robinson, insight manager at Arla. “Their new simple, clean identity really builds on Cocio’s status as an icon in its native Denmark and connects with young urban adults. By really paring back the design, they’ve created a product with real standout that stays true to its heritage.”
Cocio Classic and Cocio One chocolate milk drinks will be on sale in major retailers from mid-March.
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