New Daioni Latte Range
5th September 2019
Following a successful rebrand from Daioni to Daioni ‘Organic’ and product range packaging implementation for their entire organic milk offering. Sanders was asked to offer ideation for a new, exciting range of coffee flavoured drinks, taking advantage of the trend for milk and coffee-based drinks with the key USP that this range will be using premium Organic milk not a coffee flavoured milk drink.
Within this blog we’ve given an insight into the process we go through from initial understanding of the brief in collaboration with Daioni, right through to print liaison with Tetrapak.
From the outset, Daioni supplied us with a comprehensive design brief highlighting objectives; project scope; overall style; final specification and target market. This gave us a head start but we needed to further challenge the initial brief to refine and hone the initial range purpose. This involved several Skype conversations with the key decision-makers based between Hong Kong, Pembrokeshire and Cardiff.
Once the brief was defined and signed off we began to pool our thoughts and present visual directions via mood boards, Pinterest, etc. These initial stages of work often feel like whittling away at something trying to reveal the hidden diamond below, and that was the case with this product range.
The big unveil…
Three concepts were finally presented all ticking the boxes with regards to the brief but different from a visual standpoint. One, in particular, struck a real chord with the team and was felt (with a bit of finessing) to truly represent the product range objectives and scope.
A clean overall look was approved using simple illustrations with ‘screenprint’ textures to communicate flavours along with earthy colourways. Particular attention has been given to the priority of information on pack, with ‘call-outs’ on front of pack communicating the no-sugar USP. The back of the pack works hard to inform the customer about the premium quality British milk. A cream backdrop has also been used to differentiate on-shelf and promote the creamy organic milk.
Can we have it next week?
Following the general approval and buy-in for the selected concept, there was a period of implementation and development with final copy to be supplied; refinement of illustrations; approval of legislative bodies; etc. This was followed up with a period of liaison with Tetrapak in Sweden to firm-up artwork specification and layout before releasing the approved files.
With baited breathe a fair sense of pride, the new range was launched at the speciality food fair in London Olympia in September. Early reports and feedback have been good with a lot of interest being shown by the key target markets. Looking forward to seeing this product range flying off the shelf and looking forward to being involved in the next exciting instalment of the Daioni Organic brand!