2016 Winners & Shortlists

Brief Explanation

The Raïbis are the most selled dairy products in Morroco. Centrale Laitière created the category, by launching Raïbi JAMILA in 1966, holding the leadership of the market (1 million selled per day). Being the historical pionneer of the category, the Brand has never stopped been copied since 1966. That’s why the Brand needed to create an influent design to affirm its uniqueness, historical quality & leadership in Morocco.

The Brief

Jamila wanted to be differenciated from the competition that uses its colour code and format. The visual identity , the packaging identity and its volume are thus opportunities to increase its brand signs, uniqueness in order not to be copied so easily.

How the final design was conceived

We decided to put aside the mascot, that was neither understood nor activated in communication, and that gave a too childish side to the Brand. We wanted to introduce a new strong and ownable icon for the Brand : the Star, iconic image of the Moroccan national flag.

Indication of how successful the outcome was in the market

With the pomegranate & milk Star as main icône (history/leader/Morocco/quality) the Brand has the basis of a unique & global design, with codes only linkeable to Jamila and above all a solid, iconic, esthetic and practical volume design impossible for the competitor to copy. Indeed the new shape pot (star at the bottom) conveys unicity and distinctiveness bringing impact and uniqueness on shelves.