2011 Winners & Shortlists

Brief Explanation

Challenge: In the short term, Goody needed to build a new Brand name & Packaging design; in the long term, they needed to attract loyal customers. The Design Agency's challenge was to build a brand that would stand apart from the clutter of the milk powder brands, so many of which are similar; and the brand needed to remain in customer’s minds long after their experience of using it for cooking. The Design Agency have created the two icons of “Your secret to creative cooking” & “the 5 signs” well suited to the brand and its positioning.

The Brief

Background: Using Milk Powder for cooking is running at an all-time high with 70% than the normal consumption of milk powder per year. Goody, a well-known FMCG company, wanted to create its own dairy category products for the first time in the market as the first powder milk ideal for cooking. Targeting their core customers and new market segment required Goody to build the Brand and brand awareness in creative ways.

How the final design was conceived

Solution: The name we chose, VELOR, is a simple five letters name that is easy to pronounce and remember. The brand logotype English/Arabic similarly was created from scratch not a font base, with a touch of three splashes that makes it unique as well. The Packaging design is a mix of blue-and-white based colors, that really reflects the category and gives a great appealing look to the food visual on the pack. Eventually, other SKUs were developed as will.

Indication of how successful the outcome was in the market

The outcome design was printed greatly and launched, the impact was powerful in the market and the design met the consumers satisfaction. the brand created a Buzz in the market.