Exponenta is a unique fermented milk drink with a high content of whey protein. It’s produced in the Goretsky Food Factory.
The project included the insight and metaphor searching, analyzing and segmentation of the consumers and refinement of the brand positioning and brand platform. Also package design was created.
The product is recommended by the manufacturer as a quickly satisfying hunger and healthy snack for office workers who watch their numbers.
The previous product design reminded yogurts but embarrassed the consumers with a higher price. In addition, the marking indicating a high content of whey protein didn’t justify it for customers. But people who enjoy sports are well informed about the benefits of whey protein and therefore they immediately appreciated the product. Whey protein contained in Exponenta is a full and well-balanced amino acid building material for all tissues and organs of the human body. It helps to get the body in shape and build the desired muscle definition.
One of the results of analytical work with the brand was the understanding that we needed to change the package of the product. We needed visual solution that could explain that this product is a fundamentally new functional dairy product in category, that shows its advantages and unique characteristics and also that would separate the brand perception from the yogurt category.
We rethought the logo and created a new sign - the letter "∑", stylized as "sum". The sign symbolizes one more consumer who has joined a healthy lifestyle". The packaging concept was tested in focus groups so we can safely say that the consumer chose the brand design.
The design became more laconic and recognizable. The new packaging corresponds to the trend of "essentialism" in which the main advantages of the product are presented in a simple and understandable form, while the design is simplified and not overloaded with unnecessary details. All functional advantages of the brand are reflected at the front side of the package. Explanatory text and clear pictograms are placed on the backside of the glass. Based on this design, Exponenta is developing a line of fermented milk products with a high content of whey protein to support a healthy and active lifestyle.
The video was shot and the integrated ad campaign was held to support the rebranding of the brand.
The result is a multiple increase in loyal audience, sales growth and positive feedback from the consumers.