This seems to be quite the week for changes in food and drink logo designs. Dairy maker Müller is getting in on the act with a new set of packaging for their UK ranges. The new range is meant to create continuity between the company’s ranges, particularly Müller Light, Müller Corner and Müller Rice. Müller is also releasing a range of flavoured milk that is new to the UK market, which will use the same new packaging scheme.
Until this change, there was very little continuity in Müller’s product packaging. All were white and bore the brand’s red Müller logo design. The similarity stopped there; each had its own font and colour scheme, with nothing to tie the ranges together visually.
The new packaging all features a sky blue with a grade of colour saturation across the label. A photo is shown indicating the flavour. The Müller logo is still present, as are the names of the ranges, now written in a consistent font with white lettering in rounded lower case letters.
The blue colour is often associated with high quality in the UK and it is used particularly by the dairy industry, making it a good choice for a base colour. In addition, it really makes the logo design and the fruit pictures stand out.
Another new change is that Müller products will now be grouped together in the grocery store, in a ‘brand block’. This will help to differentiate the yoghurt from its competition. The yoghurt aisle has been identified in retail as one of the most difficult to select from, due to the similar, usually light coloured packaging in the products. This change in Müller’s range will help them to stand out in the crowd.
One of the real dangers in food and drinks marketing is the temptation to market individual ranges rather than marketing brands. This limits the company’s ability to expand and also makes it so that each range has to be marketed individually. By building equity for the brand itself, you can spend less time and money in marketing activities and get a higher level of customer recognition. This is the point behind the newly consistent Müller marketing campaign.
Another challenge in marketing food and drink brands is differentiation. It is difficult to make a brand stand out from the pack, especially when everyone in that group is using colours and logos that have been found to work effectively for that industry and consumer group. The challenge is to create a brand that is relevant to your industry, appealing to your market and still different from the other packages on the shelf.
This is a challenge to be sure, but as Müller has shown, it is one that can be met effectively with professional logo design and branding. Will your food and drinks brand stand out in the crowded marketplace? If not, it may be time to look for new logo and packaging design services.