Global Brand Redesign for Anlene
Anlene packaging repositioning, portfolio
architecture and packaging design to refresh and
harmonise the brand across ranges and variants.
Key challenge: to create strong family consistency
as the portfolio offer grows whilst increasing
navigability between key product tiers and product
flavours & variants.
Client: FONTERRA
When: Ongoing since Summer 2020
Where: Across all key markets SEA
Scope: Up front strategy. Brand Portfolio Architecture. Packaging Architecture and design. Master artwork production and technical print liaison. Ongoing roll out in various markets and across product lines. NPD.
Snapshot of initial launched products – Now out in Malaysia. Other markets to follow
Brand identity is refreshed and simplified whilst retaining key recognition.
The Anlene runners are introduced as as stronger, more consistent and ownable brand equity that also symbolises the ease of movement and flexibility associated with consumption.
A much clearer call out to the core ranges of Actifit and Gold range is prioritised in the hierarchy with corresponding background colour to stand out much more strongly on shelf. Product flavour varianting is more clearly highlighted by a strong banner colour to reflect core plain variants versus other flavours.
Overall the whole design is simpler and much easier to navigate whilst still including a number of additional claims and RTBs, plus all mandatory legal elements.
Previous packaging range. With increasing ranges and variants it was becoming difficult to navigate from Actifit to
Gold let alone from flavour to flavour. Plus the use of real people felt dated and quite polarising.
“KOUSAH&CO doesn’t operate like a small branding agency. Emily’s approach, client service, and overall output are as good, if not better than you’d get from a big established agency. We thoroughly enjoyed the exploration journey that Emily took us on, we discovered many wonderful things about our brand, and we got fantastic value and results in the end.”
CHARLOTTE MURRAY
MANAGING DIRECTOR, ALIVE
MARCH, 2021