- Brand Strategy
- Naming
- Brand Design
- Rollout
Dairy Devils is a new Dairy Farmers brand in the kids portfolio aimed specifically at the tweens market.
The Tweens choice
Research had identified that there was a real opportunity to develop a brand aimed directly at the 'Tweens' market (8 to 13 year olds). Mums were eager to get dairy into their kids so the key challenge in developing this new brand was to get the name and design to be unique and motivating for the tweens, and also gain mums approval – it was about delivering daily nutrition in a non condescending way. Cartoon-endorsed products were leading the current design solutions in the category, so we worked to find a solution that was beyond this and that would encapsulate the big idea of 'Adventure beyond the back yard'.
Category busting
The Dairy Farmers brand is well trusted, which made it permissible for the design solution to stretch beyond tight brand guidelines. The use of black breaks category norms and gives the product real shelf cut though. The devilish characters were created with real attitude in an illustrative style that is unique to the category thus creating a product every child wants in their lunch box.
