Dragon Rouge Creates New Identity for Dairy Brand, Jacky
Orkla Foods Finland’s Jacky is a well-known child-friendly dairy brand in Finland with a colourful brand image. However, company bosses felt the brand required a re-design to restore its appeal with kids and their parent gatekeepers – and to motivate tweens for whom the packaging had become a little too “babyish”.
Orkla Foods Finland also sought to move away from the licensed Angry Birds characters, used by brands across many sectors, and to create their own custom brand character that would have the potential to become an icon for the Jacky brand.
“We immersed ourselves in the world of cool kids language, taking inspiration from fashion, games and sports in order to ensure the design would be appealing and appropriate, not patronising,” explain the designers at Dragon Rouge.
As a result, the launch design for the range features a new logo and “anarchic” cows adorned in brightly-coloured clothing and accessories. English phrases are said to add to the stand out and ‘cool’ appeal.
“We were thrilled to win and work on such a great project – opportunities like this don’t come along often – and it’s credit to the Orkla team that with their bold and brave approach we could create a modern, dynamic brand with ‘attitude’ that can stand the test of time,” says Dragon Rouge’s creative director, Steve Irvine.
The new range will launch in Finland early in 2016 supported by TV, print and outdoor campaigns and will be on sale in most supermarkets.