The more impassionate you are, the more you smile

Down

An identity that’s alive and embodied by top organic products.

The brief

The second French dairy cooperative, Eurial, wanted to boost its organic offer with the launch of a new brand of ultra fresh dairt, carried by 300 breeders of the cooperative. They had to find a singular positioning and a strong identity equal to their ambitions against the well-established leaders of the category that are Les Deux Vaches and Vrai.

Our recommandation

Welcome to Les 300 & Bio! A surprising name, as memorable as it is engaging, that affirms the singularity of these 300 breeders united to make the most generous organic dairy products. A name that embodies a modern philosophy, optimistic, and full of joie de vivre. The brand identity capitalizes on a major brand icon, treated as an illustration in a macaroon, while the colors of the packs cut into the cold and white universe of the ultra-fresh dairy category. Finally, the tone of communication, relaxed and smiling, affirms the personality of the brand.

WHAT WE DID

STRATEGY, CREATION OF BRAND, IDENTITY & TERRITORY, PACKAGING, REVEALING, BRAND STRETCHING ON OTHER CATEGORIES.

5th in the 2019 Kantar ranking of the 20 FMCG innovations that recorded the highest penetration rates among French households: penetration 6.5%, repetitive purchasing rate: 37%