Perviy Molochniy is currently launching a new Belarusian trademark of yogurts and desserts in the market. The product line is expected to have a diverse target audience - from sweet tooths to healthy eaters.
Together with the customer, Fabula Branding carried out large-scale market analysis in search for vacant market niches. Based on the results of this work the team developed and presented several product positions that were new for the Belarusian market: curd and protein cocktails and clean label yogurts with unusual flavours.
In order to meet consumer expectations the products were differentiated by ingredients and price segments. The team of Fabula Branding had to develop a visual image and positioning to address all the challenges of the brand.
According to the positioning concept, the trademark and its consumers live in the same rhythm of activity, relaxation, and regular meals. The memorable name Yoguru was based on this concept. While phonetically referring to the category of the product, it also shows the trademark as an expert that can find balance between health and good taste, different ages and preferences. The slogan “Live in your own rhythm” further emphasizes these ideas.
An understated logo supports the rhythm and dynamics of the name - it has both a horizontal and a vertical version.
The visual image of the trademark is based on clear colours and vivid images of ingredients. A cup for protein cocktails is designed in pastel colours; sugar-free SKUs are sold in clean packages. Curd cocktails have brightly coloured packages, and the line of yogurts - white ones with the images of fruit on them.
The universal nature of visual solutions provides for easy branding of POSM - a stand, shelf talkers, stoppers, and other media.