The Glenilen brand was viewed as dated, old-fashioned and an occasional ‘treat’ rather than an everyday staple. It needed to modernise and refocus on core differentiating points of simplicity, taste and goodness. To shift from special occasion to everyday repertoire, particularly among younger shoppers and busy families, without alienating brand loyalists who love the brand’s authenticity.
Glenilen Farm
The brand’s craft credentials and simple, quality ingredients were strengths, not weaknesses – they just weren’t being communicated in a contemporary, accessible way. The cream packaging signalled premium treat, white signals everyday enjoyment. The category is cold, with little dwell-time, so busy mums need instant clarity on what makes Glenilen Farm different and why it belongs in their daily shopping basket.
We redesigned the brand to look less speciality and more casual, increasing logo scale dramatically for maximum shelf presence and brand recognition. We changed the brand background from cream to white – a critical everyday signal – with bolder, more impactful typography and powerful illustration communicating the few simple ingredients. We created a new brand roundel to communicate core messages of simplicity, taste, goodness and a unique dollop-shaped brand device representing Glenilen Farm yoghurt.
Sales increase of 24% for 4-pack yoghurt and 1.3% for 500g fruit pots year-on-year. Recruitment of younger shoppers grew 10%. Growth of 6% in key brand equity measures.
