DE ALBALACT – ABOUT COWS WITH BLASON
Brand Situation
Apart from the already famous Fulga, Albalact has a lot of milk products in its portfolio, in different categories. They didn’t have an identity of their own, as they were somewhat non-brands. Positioned only by the category and seducing only by price, they needed a clearer visual and verbal identity, in order to make Albalact portfolio more consistent and harmonize it. Brandiend was hired to conceive and draw the graphic program of this product range.
Brandient’s Approach & Solutions
The dairy market with fresh and half-fresh products is far from being impressive, local producers are just beginning to learn about differentiation, positioning and branding. Regarding the sour cream and yoghurt range of Albalact, a handy and simple solution was picked, being relevant for the construction of a popular brand, based on tradition and accessibility. “De Albalact” tag will be used in products’ name, along with a generic word (sour cream, yoghurt etc) in order to outline its belonging and identity and to certify, to guarantee the natural origin of these products.
Brandient proposed line extensions based on a colour code for different weigh and compositions. An illustration by Radu Olteanu was used as differentiating element and it can be found as core visual on products caps and on the corporate website. The illustration was inspired by the natural beauty and by the freshness of the place. All products have in common an original easy recognizable blazon, with visual impact, used to express the product category and to support, by “de Albalact” tag, the tradition of in milk processing.
Thus, “de Albalact” products have emerged from the anonymity of their category, proving that a popular product doesn’t mean low price and a derisory identity, but attraction, creativity, differentiation, as in a premium product. The graphic program supporting “de Albalact” range helps positioning in tradition, accessibility, and quality aiming at making it simpler and more pleasant for the consumers to choose.
