Yuni wins pitch for Regio Molkerei beider Basel
With a fresh and striking design, Yuni Kommunikation convinced customers and also the client Regio Molkerei beider Basel. The special focus was on the love for the region.
For the redesign, the Basel agency Yuni Kommunikation focused not only on food appeal, but above all on regionality. After all, the region is especially close to the heart of the client Regio Molkerei beider Basel - the only dairy from the Northwest Switzerland region. Not only in terms of value creation for agriculture, but also as a responsible employer.
Basel bars show love for the region
In the pitch, Yuni Kommunikation impressed with the redesign of the yogurt packaging. "We incorporated the region with the two red and black Basel bars. These flank the fresh food images on the packaging," says Carmen Baumgärtner, CEO and Creative Director at Yuni, explaining her strategy.
The black and white drum rim, which is also integrated, provides an additional "Basel-typical" recognition value. In a second step, the rest of the line, consisting of cheese, cream, fondue and raclette, was revised. "The striking design, the drum rim and the bright color concept enhance the shelf impact," adds senior art director Priscilla Hasenböhler. "This clearly sets the new packaging apart from its market competitors."
New logo and accompanied market launch
In addition, the logo was completely revised. Here, too, the love of the region is reflected in a heart that forms in the gap between the two bars, as well as in the simple statement "us Milch us dr Region".
Since Yuni has taken a bold step away from the existing design with the redesign, consumers are informed about the innovation even before the market launch. This is done with a competition, a public report and stickers on the existing packaging.
After the relaunch, accompanying measures at the POS as well as promotional coupons in the Coop newspaper accompany the launch. The newly designed dairy products are now available in all Coop stores in the region.
Responsible at Regio Molkerei beider Basel: Alina Lötscher. Responsible at Yuni Communication: Carmen Baumgärtner (Creative Director), Priscilla Hasenböhler (Senior Art Director) , Leila Merkofer (Senior Art Director), Serdal Aktas (Prepress) and Patrick Frei (Text).
