Grekyo is a yogurt launched by Nestle, in the dairy category. The uniqueness of this product is the fact that it is a healthier snack option with added fruit pieces, thicker and creamier taste. It is low fat and has extra milk protein and calcium which adds to the deliciousness of the yogurt. The brief was to rrejuvenate the packaging of the Grekyo. The packaging was supposed to be more eye-catching, distinct and captivating as compared to its competitors on the shelves. The evaluation parameter given was to have a distinct brand blocking element on the FOP and lid to be the identifiable visual for the consumer and also to enhance the ingredients on the pack.
In order to understand, Design Horse went with its Science C Approach. In-depth analysis was done about the competitors, consumers and the category.
The target audience for this product, includes people living in urban areas from the age group 16-60 years respectively. The target demographic is further segmented into smaller groups which include:1. Health Seekers- includes people wanting a healthier snacking option, which is tempting but healthier at the same time, a product which has minerals and is low fat.2. Yogurt Lovers- this includes people who enjoy the sheer taste of yogurt and also enjoy the benefits it has. These people are brand loyal and are influenced by endorsements from health agencies.3. Anti-Health Devotees- are driven by the total taste, textural, and situational experience of consuming yogurt.
According to studies about yogurt consumption, it is seen that there is a new trend of increasing yogurt consumption, due the customer-consciousness of eating healthy. The health benefits along with the palatable taste drives consumers to purchase it. The variety of flavours available provides consumers with alternatives to follow a healthy diet plan and enjoy the taste at the same time. With the emerging trends of smoothies, health shakes and smoothie bowls, people tend to purchase yogurt for the same.
to revamp the packaging for Grekyo it was of the utmost importance that the packaging graphics of the competitor’s brand should be taken into consideration. Epigamia, Danone and Chobani were chosen as references. It was observed while Danone had over-all used the colour blue in its packaging, Epigamia and Chobani kept it white and only the lid along with the flavour was highlighted using similar colour palettes. The stark white colour stood out at the same time giving a premium look on shelves.
Cross competition study was also done to acknowledge how to make a product stand out on a shelf. Key visuals, typography, predominant brand colours all of which was taken into deliberation in order to design packaging solutions for Grekyo.
The solution was created by creating a distinct bold look to all its variants. The 10 - 5 - 2 feet hierarchy story was embedded while designing the packaging to give the most prominent look on the shelf. The brand promise of unlocking the power of food, was build up in the pack by mentioning the benefits of the product and making it the USP for the consumers to purchase.
Different considerations were made in order to start the creatives of the packaging. This included using the shape of bacteria which helps ferment the milk. The principal of emphasis was used which was highlighting the letter of the variant in order to break the monotony of packaging.
The brand promise was of unlocking the power of food, it was built up in the pack by mentioning the benefits of the product and making it the USP for the consumers to purchase.
The variants were displayed using bright colours which would attract the given target audience. The fruit pieces were made drool-worthy is order for higher desirability. The product packaging was made elite by using white as a noticeable colour with cut colour coding depending on the variants (here mango, strawberry and blueberry) which would help us break the clutter on the shelves. This made Grekyo distinct. This was the creation by Design Horse to find solutions and freshen up the packaging for Nestle Grekyo.
Design Horse helped Nestle Grekyo in changing its packaging. It was more distinctive and remarkable. This helped the brand to pass down its message more prominently the audiences. The flavours and health benefits were made recognisable by the revamp in packaging. This was one of the tactics by which Grekyo enhanced its brand visibility and increased customer traction.
Grekyo is a yogurt launched by Nestle, in the dairy category. The uniqueness of this product is the fact that it is a healthier snack option with added fruit pieces, thicker and creamier taste. It is low fat and has extra milk protein and calcium which adds to the deliciousness of the yogurt. The brief was to rrejuvenate the packaging of the Grekyo. The packaging was supposed to be more eye-catching, distinct and captivating as compared to its competitors on the shelves. The evaluation parameter given was to have a distinct brand blocking element on the FOP and lid to be the identifiable visual for the consumer and also to enhance the ingredients on the pack.
