Last night saw us scoop up not one but TWO of these prestigious awards at the annual DBA Awards. It was a pretty heady celebration that followed (and a few sore heads this morning)…
The Müller Story:
By 2010 the power of the Müller brand was falling under fierce competition. The wall of blue brand blocking strategy was acting as a signpost but failing to invite people in.
The food industry had been revolutionised in recent years and the re-design needed to reflect deliciousness in all that it did. It needed to look utterly ‘Müllerlicious’. The new design is more enticing, with subtle changes of tone across each sub-range providing a distinct personality and making differentiation of product far easier to notice.
The results are plain to see, with Müller hitting all of their pre-defined objectives. Müller Corner returned back to the number one brand in the chilled yoghurt and pot dessert market, with a 10.3% value share and a £13m year-on-year increase in sales. The design and packaging now works hand in hand with advertising to deliver an easy to navigate, delicious looking range.
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The Liberis Story:
Merchant Cash Express (MCE) – the first organisation in the UK offering SMEs funding through card ‘factoring’ – knew they had a great service but quickly realised the brand was lacking. This meant focusing on the creation of a complete brand strategy (separate to that of the parent company) to set MCE apart, improve engagement and clarity of communication, and double economic growth by 2016.
‘A breath of fresh air’ was born – a brand positioning representing the aim of the business to help SMEs flourish. The resulting leaf logo and fresh colour palette reflects a sense of freedom and optimism offered to consumers. This was implemented across the website, marketing literature, events stands and even the office space. In the seven months following the full rebrand, lead generation increased significantly, revenue grew by 66.6%, number of completed funded deals by 22% and number of direct new visitors to the site by 16%, whilst staff motivation, recruitment and retention also improved.
Read more or download our entries here:
www.effectivedesign.org.uk/winners/2015/packaging-branded-food/mu-ller-corner-rebrand
http://www.effectivedesign.org.uk/winners/2015/brand-identity-under-100000/liberis