Question
How do you revamp a 30 year old legacy of dairy products?
Answer
By staying true to the heritage of the brand.
Question
How do you revamp a 30 year old legacy of dairy products?
Answer
By staying true to the heritage of the brand.
Question
How do you revamp a 30 year old legacy of dairy products?
Answer
By staying true to the heritage of the brand.
Question
How do you revamp a 30 year old legacy of dairy products?
Answer
By staying true to the heritage of the brand.
Question
How do you revamp a 30 year old legacy of dairy products?
Answer
By staying true to the heritage of the brand.
Godrej Jersey
Godrej Jersey
Godrej Jersey
Godrej Jersey
Godrej Jersey
Creamline Dairy Products Limited (CDPL) is a leading Private Dairy player in Southern India with its operations spanning across Telangana, Andhra Pradesh, Tamilnadu, Karnataka, and Nagpur in Maharashtra. Its products are sold under the brand name `Jersey’. Since its inception in 1986, the company has been growing consistently and adding various products to its diversified dairy portfolio.
With the evolution of the brand in mind and its recent association with the iconic brand Godrej, NH1 Design helped Jersey forge a new and improved brand identity and packaging system. The new design language stays true to the brand’s decades-strong legacy while incorporating the promise of trust and good quality personified for over a century by Godrej.
SERVICES REBRANDING | PACKAGING
CLIENT GODREJ
SECTOR FMCG
Creamline Dairy Products Limited (CDPL) is a leading Private Dairy player in Southern India with its operations spanning across Telangana, Andhra Pradesh, Tamilnadu, Karnataka, and Nagpur in Maharashtra. Its products are sold under the brand name `Jersey’. Since its inception in 1986, the company has been growing consistently and has been adding more and more milk products to its range.
With the evolution of the brand in mind and its recent association with the iconic brand Godrej, NH1 Design helped Jersey forge a new and improved brand identity and packaging system. The new design language stays true to the brand’s decades-strong legacy while incorporating the promise of trust and good quality personified for over a century by Godrej.
SERVICES REBRANDING | PACKAGING
CLIENT GODREJ
SECTOR FMCG
Creamline Dairy Products Limited (CDPL) is a leading Private Dairy player in Southern India with its operations spanning across Telangana, Andhra Pradesh, Tamilnadu, Karnataka, and Nagpur in Maharashtra. Its products are sold under the brand name `Jersey’. Since its inception in 1986, the company has been growing consistently and has been adding more and more milk products to its range.
With the evolution of the brand in mind and its recent association with the iconic brand Godrej, NH1 Design helped Jersey forge a new and improved brand identity and packaging system. The new design language stays true to the brand’s decades-strong legacy while incorporating the promise of trust and good quality personified for over a century by Godrej.
SERVICES REBRANDING | PACKAGING
CLIENT GODREJ
SECTOR FMCG
Creamline Dairy Products Limited (CDPL) is a leading Private Dairy player in Southern India with its operations spanning across Telangana, Andhra Pradesh, Tamilnadu, Karnataka, and Nagpur in Maharashtra. Its products are sold under the brand name `Jersey’. Since its inception in 1986, the company has been growing consistently and has been adding more and more milk products to its range.
With the evolution of the brand in mind and its recent association with the iconic brand Godrej, NH1 Design helped Jersey forge a new and improved brand identity and packaging system. The new design language stays true to the brand’s decades-strong legacy while incorporating the promise of trust and good quality personified for over a century by Godrej.
SERVICES REBRANDING | PACKAGING
CLIENT GODREJ
SECTOR FMCG
Creamline Dairy Products Limited (CDPL) is a leading Private Dairy player in Southern India with its operations spanning across Telangana, Andhra Pradesh, Tamilnadu, Karnataka, and Nagpur in Maharashtra. Its products are sold under the brand name `Jersey’. Since its inception in 1986, the company has been growing consistently and has been adding more and more milk products to its range.
With the evolution of the brand in mind and its recent association with the iconic brand Godrej, NH1 Design helped Jersey forge a new and improved brand identity and packaging system. The new design language stays true to the brand’s decades-strong legacy while incorporating the promise of trust and good quality personified for over a century by Godrej.
SERVICES REBRANDING | PACKAGING
CLIENT GODREJ
SECTOR FMCG
Brand Challenges
Brand Challenges
Brand Challenges
Brand Challenges
Brand Challenges
The current portfolio lacks a coherent design theme.
Consumer brand association with the 25+ years of legacy needs to be strengthened.
Jersey looked dated as all major dairy players have rebranded to stay relevant.
Leverage Godrej brand association, that hasn’t yet been communicated strongly.
The current portfolio lacks a coherent design theme.
Consumer brand association with the 25+ years of legacy needs to be strengthened.
Jersey looked dated as all major dairy players have rebranded to stay relevant.
Leverage Godrej brand association, that hasn’t yet been communicated strongly.
The current portfolio lacks a coherent design theme.
Consumer brand association with the 25+ years of legacy needs to be strengthened.
Jersey looked dated as all major dairy players have rebranded to stay relevant.
Leverage Godrej brand association, that hasn’t yet been communicated strongly.
The current portfolio lacks a coherent design theme.
Consumer brand association with the 25+ years of legacy needs to be strengthened.
Jersey looked dated as all major dairy players have rebranded to stay relevant.
Leverage Godrej brand association, that hasn’t yet been communicated strongly.
The current portfolio lacks a coherent design theme.
Consumer brand association with the 25+ years of legacy needs to be strengthened.
Jersey looked dated as all major dairy players have rebranded to stay relevant.
Leverage Godrej brand association, that hasn’t yet been communicated strongly.
Before
Before
Before
After
After
After
Brand Identity Evolution.
Brand Identity Evolution.
Brand Identity Evolution.
Brand Identity Evolution.
Brand Identity Evolution.
The typography and the patch resembles a smile. The type mark has a softness to it that captures the edible and approachable character of the brand.
The typography and the patch resembles a smile. The type mark has a softness to it that captures the edible and approachable character of the brand.
The typography and the patch resembles a smile. The type mark has a softness to it that captures the edible and approachable character of the brand.
The typography and the patch resembles a smile. The type mark has a softness to it that captures the edible and approachable character of the brand.
The typography and the patch resembles a smile. The type mark has a softness to it that captures the edible and approachable character of the brand.
The packaging design system was inspired by the brand's decades-strong legacy.
The packaging design system was inspired by the brand's decades-strong legacy.
The packaging design system was inspired by the brand's decades-strong legacy.
The packaging design system was inspired by the brand's decades-strong legacy.
The packaging design system was inspired by the brand's decades-strong legacy.
Jersey Milk packs had some very strong elements of familiarity in the consumers' minds. We had to be mindful of this and yet infuse a new personality to make it more relevant to the times and consumers. The new design language flows from the strong legacy of the brand incorporating the promise of trust and quality personified for a long time by Godrej. The cow pattern in packaging has been retained, albeit modified to showcase the products in a more contemporary manner. It is also extended across the portfolio to maintain a consistent visual identity.
Jersey Milk packs had some very strong elements of familiarity in the consumers' minds. We had to be mindful of this and yet infuse a new personality to make it more relevant to the times and consumers. The new design language flows from the strong legacy of the brand incorporating the promise of trust and quality personified for a long time by Godrej. The cow pattern in packaging has been retained, albeit modified to showcase the products in a more contemporary manner. It is also extended across the portfolio to maintain a consistent visual identity.
Jersey Milk packs had some very strong elements of familiarity in the consumers' minds. We had to be mindful of this and yet infuse a new personality to make it more relevant to the times and consumers. The new design language flows from the strong legacy of the brand incorporating the promise of trust and quality personified for a long time by Godrej. The cow pattern in packaging has been retained, albeit modified to showcase the products in a more contemporary manner. It is also extended across the portfolio to maintain a consistent visual identity.
Jersey Milk packs had some very strong elements of familiarity in the consumers' minds. We had to be mindful of this and yet infuse a new personality to make it more relevant to the times and consumers. The new design language flows from the strong legacy of the brand incorporating the promise of trust and quality personified for a long time by Godrej. The cow pattern in packaging has been retained, albeit modified to showcase the products in a more contemporary manner. It is also extended across the portfolio to maintain a consistent visual identity.
Jersey Milk packs had some very strong elements of familiarity in the consumers' minds. We had to be mindful of this and yet infuse a new personality to make it more relevant to the times and consumers. The new design language flows from the strong legacy of the brand incorporating the promise of trust and quality personified for a long time by Godrej. The cow pattern in packaging has been retained, albeit modified to showcase the products in a more contemporary manner. It is also extended across the portfolio to maintain a consistent visual identity.
Consumers recognized the brand Jersey cow patch story used in the current packaging design.
Consumers recognized the brand Jersey cow patch story used in the current packaging design.
Consumers recognized the brand Jersey cow patch story used in the current packaging design.
Consumers recognized the brand Jersey cow patch story used in the current packaging design.
Consumers recognized the brand Jersey cow patch story used in the current packaging design.
Contemporising the patches we wanted to capture the consumer mindset change.
Contemporising the patches we wanted to capture the consumer mindset change.
Contemporising the patches we wanted to capture the consumer mindset change.
Contemporising the patches we wanted to capture the consumer mindset change.
Contemporising the patches we wanted to capture the consumer mindset change.
Product naming had to be simplified to enable faster purchase decisions.
Product naming had to be simplified to enable faster purchase decisions.
Product naming had to be simplified to enable faster purchase decisions.
Product naming had to be simplified to enable faster purchase decisions.
Product naming had to be simplified to enable faster purchase decisions.
Product Names before re-design
While doing their brand audit, we realized, the current naming architecture in the milk range created confusion as there was no clear distinction between the product names and descriptors. For example, the product difference between rich full cream and super full cream needed to be established.
Product Names before re-design
While doing their brand audit, we realized, the current naming architecture in the milk range created confusion as there was no clear distinction between the product names and descriptors. For example, the product difference between rich full cream and super full cream needed to be established.
Product Names before re-design
While doing their brand audit, we realized, the current naming architecture in the milk range created confusion as there was no clear distinction between the product names and descriptors. For example, the product difference between rich full cream and super full cream needed to be established.
Product Names before re-design
While doing their brand audit, we realized, the current naming architecture in the milk range created confusion as there was no clear distinction between the product names and descriptors. For example, the product difference between rich full cream and super full cream needed to be established.
Product Names before
re-design
While doing their brand audit, we realized, the current naming architecture in the milk range created confusion as there was no clear distinction between the product names and descriptors. For example, the product difference between rich full cream and super full cream needed to be established.
Product Names post re-design
We simplified the product names, used color as a differentiator, and introduced an icon system to further describe the utility of the milk products. This made it clear for the end-user to understand the milk range. If the user wanted to make Ghee at home, they had to purchase the rich full cream milk.
Product Names post re-design
We simplified the product names, used color as a differentiator, and introduced an icon system to further describe the utility of the milk products. This made it clear for the end-user to understand the milk range. If the user wanted to make Ghee at home, they had to purchase the rich full cream milk.
Product Names post
re-design
We simplified the product names, used color as a differentiator, and introduced an icon system to further describe the utility of the milk products. This made it clear for the end-user to understand the milk range. If the user wanted to make Ghee at home, they had to purchase the rich full cream milk.
The icons on the front of the packs clearly described the benefit or the utility of the product.
The icons on the front of the packs clearly described the benefit or the utility of the product.
The icons on the front of the packs clearly described the benefit or the utility of the product.
The icons on the front of the packs clearly described the benefit or the utility of the product.
The icons on the front of the packs clearly described the benefit or the utility of the product.
The flexibility of the visual language allows for easy extension of the patches into their ever increasing portfolio of flavours and product ranges. The design system could be used with ingredients to tickle the appetitie. Additonal ornaments and textures could be used to further differentiate the product range. The visual system allowed itself to adapt to various product formats.
The flexibility of the design language allows for easy extension of the patches into products of all sizes and proportions while maintaining cohesion across the entire range.
The flexibility of the design language allows for easy extension of the patches into products of all sizes and proportions while maintaining cohesion across the entire range.
The flexibility of the design language allows for easy extension of the patches into products of all sizes and proportions while maintaining cohesion across the entire range.
The flexibility of the design language allows for easy extension of the patches into products of all sizes and proportions while maintaining cohesion across the entire range.
A design solution that would be a fit with every segment of consumers and yet not alienate the current set.
A design solution that would be a fit with every segment of consumers and yet not alienate the current set.
A design solution that would be a fit with every segment of consumers and yet not alienate the current set.
A design solution that would be a fit with every segment of consumers and yet not alienate the current set.
A design solution that would be a fit with every segment of consumers and yet not alienate the current set.
Each product category has a different treatment, using the same concept. The entire range is bound within a family, keeping the recall value high while modernizing the brand.
Each product category has a different treatment, using the same concept. The entire range is bound within a family, keeping the recall value high while modernizing the brand.
Each product category has a different treatment, using the same concept. The entire range is bound within a family, keeping the recall value high while modernizing the brand.
Each product category has a different treatment, using the same concept. The entire range is bound within a family, keeping the recall value high while modernizing the brand.
Each product category has a different treatment, using the same concept. The entire range is bound within a family, keeping the recall value high while modernizing the brand.
A great design system allows flexibility. Cultural ornaments complemented our jersey patches for products that had to cue celebrations.
A great design system allows flexibility. Cultural ornaments complemented our jersey patches for products that had to cue celebrations.
A great design system allows flexibility. Cultural ornaments complemented our jersey patches for products that had to cue celebrations.
A great design system allows flexibility. Cultural ornaments complemented our jersey patches for products that had to cue celebrations.
A great design system allows flexibility. Cultural ornaments complemented our jersey patches for products that had to cue celebrations.
We married the ingredient and the jersey patch story to further add the appetizing appeal to our packaging design.
We married the ingredient and the jersey patch story to further add the appetizing appeal to our packaging design.
We married the ingredient and the jersey patch story to further add the appetizing appeal to our packaging design.
We married the ingredient and the jersey patch story to further add the appetizing appeal to our packaging design.
We married the ingredient and the jersey patch story to further add the appetizing appeal to our packaging design.
An additional texture palette was added to our design system to cue indulgent product categories.
An additional texture palette was added to our design system to cue indulgent product categories.
An additional texture palette was added to our design system to cue indulgent product categories.
An additional texture palette was added to our design system to cue indulgent product categories.
An additional texture palette was added to our design system to cue indulgent product categories.
Meet the new Godrej Jersey family.
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© 2018 NH1 Design. All Rights Reserved.
© 2018 NH1 Design. All Rights Reserved.
© 2018 NH1 Design. All Rights Reserved.
© 2018 NH1 Design. All Rights Reserved.
© 2018 NH1 Design. All Rights Reserved.