Strategic branding and packaging design agency Anthem Worldwide has been appointed to carry out a redesign across the entire range of coffee creamers and innovative coffee enrichers for leading Dutch dairy brand Friesche Vlag, which is part of Royal FrieslandCampina, a multinational dairy company which employs 19,000 people in 25 countries. Anthem is the brand development division of Schawk, whose integrated global network provides innovative solutions to articulate, unify and manage brand impact to create compelling and consistent brand experiences.
The objectives behind the redesign are to make the brand more contemporary and create stand-out on shelf with a cohesive and more contemporary look across the whole range that will attract a younger audience while still being attractive and relevant to existing consumers.
Anthem has adapted the logo into a stronger, more organic shape that is relevant to the dairy sector. The brand architecture and design style developed for all products in the range is simple and clean and the former illustrative approach has been replaced with a bolder, photographic imagery. It creates a unifying look that enhances Friesche Vlag’s positioning as a provider of enhanced, multi-sensory ‘coffee moments’ whilst allowing for differentiation of brand variants.
The redesign uses some of the existing brand colours that are well recognised across its core products such as Goudband, Halvamel and Balance (which are its full fat, semi-skimmed and skimmed coffee creamers), while an extended colour palette has been created for the brand’s newer innovations such as its variety of milk froths to create the perfect milky coffee.
Annerie Brenninkmeijer, Marketing Manager at Friesche Vlag, comments, “We appointed Anthem as we have worked with them for many years and wanted to call upon their in-depth insight into our brand and previous coffee milk designs. Their response to our brief is a cohesive range which adds warmth and sparks of inspiration to the category. The new designs will appeal to both new and existing customers alike and bring some life to the coffee milk shelf again.”
Evert Bos, Managing Director at Anthem’s Hilversum office, adds, “We believe that the new look we have created for Friesche Vlag positions it much more strongly as the leader in this marketplace. It makes the brand positioning come alive, providing inspiration to coffee drinkers on how to make the most out of their ‘coffee moment’. The new design creates a consistent feel for the whole Friesche Vlag assortment, both traditional and the more recent introductions.”