Orkla Foods Finland has revealed a new packaging design for its Jacky brand of dairy products.
The update, from London-based marketing agency Dragon Rouge, gave the company the chance to move away from the licensed Angry Birds characters used by a number of brands, and introducing in their place a unique and ownable brand character that would appeal to both children and parents alike.
It also allowed Orkla Foods to reinvent the previous packaging, which it said “had become a little too babyish” for its preadolescent target market.
The new look better communicates Jacky’s playfulness and health credentials, and features a new impactful logo and various “anarchic” characters – both cows and bulls – adorned with stylish clothing and accessories. Bright colours and English phrases add to the design’s standout and appeal, with some variation between product lines. The puddings are presented in bright fluted cups with an embossed logo to match each flavour; and the fresh milk yogurts, endorsed by a Made in Finland logo, come in packs of four cups with Elopak cartons carrying “fresher dairy cues”.
The new range will launch in most major Finnish supermarkets early this year, supported by TV, print and outdoor campaigns.
Dragon Rouge creative director Steve Irvine said: “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.”
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