When a drug changes from Rx to OTC, there is a legitimate need for rebranding.
The art of adaptation
Adapting a universal design for a local market is sometimes a real art. How to keep the spirit of a German brand while adding a Mediterranean aura, so that the product debuting in our market will not alienate potential customers with its foreignness and will represent the character of the product. This was the challenge facing Hochland, the owner of the Patros brand.
The project’s goal was to redesign a feta cheese line. It was to highlight its links with Mediterranean cuisine and culture, and,
as usual in the case of cheese, to increase its palatability, which usually affects purchasing decisions.
A brand with Greek style
The Mediterranean climate has been highlighted by enhancing the packages with photography showing the place of origin. Thus the product’s branding was strengthened. A Peloponnesian landscape is a consistent part of the packaging and gives the brand a story which we want to communicate to buyers. The palatability is highlighted by garnish, suggesting a way to serve the product. The packaging has gained more Greek character, which is important for an unknown brand, which must clearly communicate its identity to gain the favor of buyers.