2013 Winners & Shortlists

JUHAYNA MILK IDENTITY

Short List
Client/BrandJUHAYNA
Product/ServicePRODUCTION OF DIARY AND JUICE PRODUCTS
EntrantTEAM CREATIF Paris, FRANCE
Type of EntryDesign
CategoryPACKAGING
Entrant Company TEAM CREATIF Paris, FRANCE
Advertising Agency TEAM CREATIF Paris, FRANCE

Brief Explanation

Make the standard milk carton look obsolete !

The Brief

How to regain the position of leader in a market stored with standardized offers

How the final design was conceived

A slim carton * with a revolutionary Design in comparison to all over brands within this category. Juhayna's essential values are conveyed through innovation and consumer centric cues. The challenge was to communicate the quintessence of the Juhayna’s Milk. This was done by visually making the milk empowered using Juhayna’s « Source of Radiant Life » Mission. Result : Active, living, refreshing, good-for-you milk pouring from Juhayna Identity (the Source). * Slim carton by Tetra PAK

Indication of how successful the outcome was in the market

Juhayna’s agreed that the new design was successful in improving the brand identity, placing them further ahead of their competitors. The client also stated that Juhayna packs looked far more beautiful, appealing and attractive over the other milk brands. Something that resulted in a sensible growth of sales in different outlets. The new packaging and design was very successful, which resulted in growth of each variant, as follows: full cream growth: 25%, half cream: 20%, skimmed: 30%, year to year growth. Overall Juhayna milk category grew by 20% in 2012 when comparing to 2011.

Credits

Name Company Position
Guy Ringelstein Team Creatif Creative Director
Olivier Dognon Team Creatif Creative Director
Yvon Peltier Team Creatif Strategic Planing Director
Valerie Roux Team Creatif Account Director
Sylvia Vitale Rotta Team Creatif Group Ceo/Founder
Safwan Thabet Juhayna Founder
Seifeldin Thabet Juhayna Head Of Supply Chain
Heba Thabet Juhayna Associate Director
Shehab Salem Juhayna Assistant Brand Manager
Refaat El Mahgroub Juhayna Assistant Brand Manager
Ahmed Maher Juhayna Associate Marketing Director