The need for continual enlargement of a line required changes to the brand’s structure.
Where is MY cheese?…
With a wide product range, it is very important to distinguish clearly among different variants, so that the customer will not be lost and make purchasing mistakes. The Danio brand had a lot of different flavors, and this indubitable advantage of this popular line of cheese started to create problems not only for consumers, but also for the brand owner in managing it.
A clear division
Therefore it was necessary to create a new categorization of the products with a clear emphasis on distinguishing the Danio flavors. The new architecture had to include a separation of Premium and Daily flavors.
For pleasure and for satisfying hunger
The Premium category included sophisticated, innovative flavors, with a more pleasurable character. The Daily category focused on more popular flavors which were more congruent with the rational idea of the Danio brand – satisfying hunger. This division was underlined by different packaging forms and graphic compositions. New visualizations of the cheeses highlighted its dense consistency – thanks to which the package more convincingly illustrates the idea of satisfying hunger.