GRAPHIC DESIGN, PACKAGING, STRATEGY, BRANDING, COMMUNICATION
Premium Rosa is a producer of healthy fruit and herbal preserves - juices, syrups, super drinks and preserves. We have rebranded the line of preserves and syrups for the brand, which the client decided to separate from the rest of the offer.
This project made it possible to build a complete visual identification system based on a new image for many products, emphasizing the taste values, and cutting off the strictly pro-health, "pharmacy" image model. We focused on shortening the distance and radically changing emotional associations, building a brand referring to associations with home, family warmth, shared moments with loved ones at the table and in the kitchen, and the sweet carefree childhood, when our grandmothers and grandfathers gave us all kinds of delicacies.
The fundamental change was the color revolution, a new brand name and completely different packaging. The axis of changes was the creation of the "Nasze Domowe" brand, which clearly communicates familiarity and is to be associated with the warmth of the hearth and evoke positive memories and associations with family life.
The visual setting of the packaging is an extension of this concept – narrowing the palette of colors to strawberry red, classic white in the background and black lettering harmonizes well with the idea of simplicity and familiarity. Graphic creations supporting the brand change also took the form of mini-newsletters with descriptions and composition of individual products. Unified brand communication was enclosed by us in the accented slogan "100% Our Home", which we placed on paper jar lids referring to the tradition of packaging homemade preserves. The entire rebranding campaign was supported by text and visual signals in advertising materials informing recipients who previously knew the Premium Rosa brand about the image change, which made it possible to avoid breaking the existing personal relationships of customers with the brand.