The new packaging and brand architecture for Dutch Lady in Vietnam and Malaysia, Frisian Flag in Indonesia and Foremost in Thailand were produced by Design Bridge.
The most important element is the use of a 'trinity' solution, comprising a strong cyan colour, a new 'fountain' graphic symbolising the nutritional value of milk and vitality through movement, and a master brand logo that is interchangeable in different countries.
"Previously, there was a wide range of different pack designs across the region. There was no synergy or anything that linked the packs to make them look like they were part of the same company," said Mark Budden, managing director of Design Bridge Asia in Singapore.
Budden said the brands occupied strong positions in their markets, where FAP's main rivals were Nestle and Wyeth, but they needed a consistent regional packaging design and structure, which would deliver FAP's positioning, 'nutrition for vitality'.
Most of the pack designs had not changed for years and the range began to look dated, he said. Within the new system, products have the flexibility to communicate specific consumer needs. Colourful graphic and photographic images are used together with bold typography to promote product type, flavour and target age group. Nutritional information is shown through the use of a nutritional benefits button at the front of the pack, listing vitamin and mineral content.
Design Bridge retained the long-running Dutch Lady icon in Malaysia and Vietnam. "In order to give the blue Dutch Lady shield more 'ownability', we decided to move the lady to this shield in a more stylish and unique way," Budden said.
The Frisian flag logo in Indonesia, however, was changed. "The old Frisian flag logo did not comprise one element (of the trinity), just as Dutch Lady and Foremost did. This led to the conclusion that we had to redesign the Frisian flag logo as a 'lock-up' version. The new Frisian flag logo clearly shows nutrition for vitality," Budden said.
The new designs are currently being rolled out across Asia. A new advertising campaign, anchored on the 'Get ready for life' platform, created by Leo Burnett, will support the roll-out.