From:Packaging News

BrandOpus has created a new brand identity and pack design for dairy free spread Vitalite.

BrandOpus was briefed to reposition Vitalite as a credible dairy free brand and reignite the brand through a new identity and pack design.

The challenge however is that despite the dairy free sector increasing in popularity, there’s often a perception that the consumer will have to make a concession on taste.
The design moves away from the cartoon-like character to evoke the dairy free proposition as a natural and positive lifestyle choice.

The elevation of the dairy free descriptor to a brand identity level establishes it as the core proposition rather than a variant of the brand. This establishes a clear architecture with the ability to extend to any potential future range extensions.

Paul Taylor, executive creative director at BrandOpus, said all the attributes are there for Vitalite to position itself as the positive choice for the dairy free audience. “The new brand identity and pack design is intended to give the consumer a choice that doesn’t look and feel like a negative compromise.”

Neil Stewart, marketing manager, Dairy Crest, added: “It’s important for us to stand out among our competitors as being a genuinely positive alternative to dairy, and we believe the identity BrandOpus has created will make consumers all the more encouraged about choosing Vitalite.”