The Business Challenge
Since Agricola already has in its portfolio a product in the egg category, called Ou Superhero, which addresses the target segment by launching the new range, the company has considered expanding this sub-brand to the level of the other assortments it would contain. In this context, we were challenged to come up with an approach proposal in terms of positioning and identity of the new range, which would meet the need for differentiation, but also the risk of cannibalization in relation to the umbrella brand Agricola, in order to achieve the business objectives set.
Branding solution
The first step in the process of rethinking the Ou Supererou brand was the distillation of the information provided by the customer regarding the consumer targeted by Agricola and his perception of the brand, as evidenced by previous studies conducted by the company. Added to these are the aspects obtained as a result of our secondary research on the reference market, the categories in which the Agricola brand operates, the competitors at a general level, but also those who have in their portfolio products addressed to the target audience of the new range.
In this way, we have identified the main challenges in the construction of the new Ou Superhero brand at the level of brand architecture, positioning, name and visual identity, but also those related to the integration into the packaging design of the cartoon characters currently used, as a result of the Universal license granted by Agricola. We then considered the different scenarios through which these challenges can be overcome, while analyzing the opportunities and threats that each of them entails, and our recommendation was to develop a new brand, independent of the Agricola umbrella brand, with its own positioning and identity, adapted to its target.
Brand positioning
Targeting a complex audience made up of both mothers, as a decision maker in terms of the nutrition of the whole family, and children between the ages of 3 and 12, who influence the choices, we wanted to understand what the expectations of each party are and how they relate to the options available in the market. From the aforementioned studies, it emerged that mothers are adherents of the food balance, achieved through a varied consumption, respecting healthy habits, but also the preferences of the little ones for certain tastes and products addressed to them. From here we extracted the promise of the new brand to be balanced nutrition that gives everyone the strength to enjoy childhood, expressed in the sloganFor large and small wills.
New brand name
In creating the new name, we started from the idea of the brand, trying to combine the two key attributes that underlie it - the benefits of food balance and the universe of childhood. Name BRAVITO!has met all the established selection criteria, being eligible for registration as a brand with OSIM, having a pleasant, accessible, easy to remember sound, and suggesting that it is a brand dedicated to children. He supports the positioning of the brand by using the particle “brav”, with the strong, courageous meaning, as a basic characteristic of the heroes of childhood stories, but also as a natural consequence of proper nutrition for them. At the same time, the similarity with the exclamation “Bravo!”, often used by mothers in praise of children, helps to create positive associations for both audiences.
Visual identity
The name full of vitality inspired us to draw a special logo with 100% personalized letter characters reminiscent of superhero emblems. We have joined this logo with several key visual components: bold fonts with natural energy, contrasting colors and illustrated graphics.
Packaging design
We set out to create an animated landscape that connects the universe of childhood and the characteristics of the product. Thus, the layout is divided into two distinct, contrasting colored areas that serve to interact with the BRAVITO brand identity! and that of the animated film Shrek. Minimalist illustrations, inspired by the comic book universe, dynamically communicate important product information.
Creating the packaging design and implementing the labels of the new brand's portfolio was a laborious step, given the specific requirements and complex approval process imposed by the partnership with Universal and the use of the Shrek license.
DreamWorks Shrek © DreamWorks Animation LLC. Sva prava pridržana.
Validation of the concept by the consumer
After developing the identity of the new BRAVITO! brand, the Agricola company conducted a concept test with participants from the different targeted consumer segments - mothers and children aged in the range of 3-12 years. The new brand enjoyed unanimous appreciation, thereby validating the proposed direction, which prepared the framework for a successful launch.
