Question
How do you amalgamate a 30-year old dairy brand into a larger family and make it even more relevant?
Answer
By staying true to its heritage and making it more appealing to today’s generation.
Question
How do you amalgamate a 30-year old dairy brand into a larger family and make it even more relevant?
Answer
By staying true to its heritage and making it more appealing to today’s generation.
Question
How do you amalgamate a 30-year old dairy brand into a larger family and make it even more relevant?
Answer
By staying true to its heritage and making it more appealing to today’s generation.
Question
How do you amalgamate a 30-year old dairy brand into a larger family and make it even more relevant?
Answer
By staying true to its heritage and making it more appealing to today’s generation.
Question
How do you amalgamate a 30-year old dairy brand into a larger family and make it even more relevant?
Answer
By staying true to its heritage and making it more appealing to today’s generation.
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 Telangana, Andhra Pradesh, Tamil Nadu, Karnataka, and Nagpur in Maharashtra. Its products have been 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 Telangana, Andhra Pradesh, Tamil Nadu, Karnataka and Nagpur in Maharashtra. Its products have been 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 Telangana, Andhra Pradesh, Tamil Nadu, Karnataka and Nagpur in Maharashtra. Its products have been 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 Telangana, Andhra Pradesh, Tamil Nadu, Karnataka, and Nagpur in Maharashtra. Its products have been 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 Telangana, Andhra Pradesh, Tamil Nadu, Karnataka and Nagpur in Maharashtra. Its products have been 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
Brand Challenges
Brand Challenges
Brand Challenges
Brand Challenges
Brand Challenges
The current portfolio lacked a coherent design theme.
Consumer brand association with a legacy of over 25 years needed strengthening.
Jersey looked dated as all major dairy players had rebranded to stay relevant.
The Godrej brand association hadn’t yet been communicated strongly and could be leveraged much more.
The current portfolio lacked a coherent design theme.
Consumer brand association with a legacy of over 25 years needed strengthening.
Jersey looked dated as all major dairy players had rebranded to stay relevant.
The Godrej brand association hadn’t yet been communicated strongly and could be leveraged much more.
The current portfolio lacked a coherent design theme.
Consumer brand association with a legacy of over 25 years needed strengthening.
Jersey looked dated as all major dairy players had rebranded to stay relevant.
The Godrej brand association hadn’t yet been communicated strongly and could be leveraged much more.
The current portfolio lacked a coherent design theme.
Consumer brand association with a legacy of over 25 years needed strengthening.
Jersey looked dated as all major dairy players had rebranded to stay relevant.
The Godrej brand association hadn’t yet been communicated strongly and could be leveraged much more.
The current portfolio lacked a coherent design theme.
Consumer brand association with a legacy of over 25 years needed strengthening.
Jersey looked dated as all major dairy players had rebranded to stay relevant.
The Godrej brand association hadn’t yet been communicated strongly and could be leveraged much more.
Before
Before
Before
Before
After
After
After
After
Brand Identity Evolution.
Brand Identity Evolution.
Brand Identity Evolution.
Brand Identity Evolution.
Brand Identity Evolution.
The core idea is derived from the distinctive patches found on Jersey cows. The typography and the patch on the pack resembles a smile. The type mark has a softness to it which captures the edible, drinkable, and approachable character of the brand.
The core idea is derived from the distinctive patches found on Jersey cows. The typography and the patch on the pack resembles a smile. The type mark has a softness to it which captures the edible, drinkable and approachable character of the brand.
The core idea is derived from the distinctive patches found on Jersey cows. The typography and the patch on the pack resembles a smile. The type mark has a softness to it which captures the edible, drinkable, and approachable character of the brand.
The core idea is derived from the distinctive patches found on Jersey cows. The typography and the patch on the pack resembles a smile. The type mark has a softness to it which captures the edible, drinkable, and approachable character of the brand.
The core idea is derived from the distinctive patches found on Jersey cows. The typography and the patch on the pack resembles a smile. The type mark has a softness to it which captures the edible, drinkable 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 consumer’s mind. 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 very 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 consumer’s mind. 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 very 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 consumer’s mind. 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 very 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 consumer’s mind. 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 very 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 consumer’s mind. 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 very 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.
Old Pack Design
Consumers recognized the brand Jersey cow patch story used in the current packaging design.
Old Pack 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.
Old Pack Design
Consumers recognized the brand Jersey cow patch story used in the current packaging design.
New Pack Design
Contemporising the patches we wanted to capture the consumer mindset change.
New Pack 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.
New Pack Design
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 conducting the brand audit, we realized the current naming architecture in the milk range created confusion as there was no clear distinction between product names and descriptors. For example, the product difference between rich full cream and super full cream had to be established.
Product Names before re-design
While conducting the brand audit, we realized the current naming architecture in the milk range created confusion as there was no clear distinction between product names and descriptors. For example, the product difference between rich full cream and super full cream had to be established.
Product Names before re-design
While conducting the brand audit, we realised the current naming architecture in the milk range created confusion as there was no clear distinction between product names and descriptors. For example: the product difference between rich full cream and super full cream had to be established.
Product Names before re-design
While conducting the brand audit, we realised the current naming architecture in the milk range created confusion as there was no clear distinction between product names and descriptors. For example: the product difference between rich full cream and super full cream had to be established.
Product Names before re-design
While conducting the brand audit, we realised the current naming architecture in the milk range created confusion as there was no clear distinction between product names and descriptors. For example: the product difference between rich full cream and super full cream had to be established.
Product Names post re-design
We simplified product names, used color as a differentiator, and introduced an icon system to further describe the utility of milk products. This made it clearer for the end-user to understand the milk range. If users wanted to make ghee at home, they had to purchase rich full cream milk.
Product Names post re-design
We simplified product names, used color as a differentiator, and introduced an icon system to further describe the utility of milk products. This made it clearer for the end-user to understand the milk range. If users wanted to make ghee at home, they had to purchase rich full cream milk.
Product Names post re-design
We simplified product names, used colour as a differentiator and introduced an icon system to further describe the utility of milk products. This made it clearer for the end-user to understand the milk range. If users wanted to make ghee at home, they had to purchase rich full cream milk.
Product Names post re-design
We simplified product names, used color as a differentiator, and introduced an icon system to further describe the utility of milk products. This made it clearer for the end-user to understand the milk range. If users wanted to make ghee at home, they had to purchase rich full cream milk.
Product Names post re-design
We simplified product names, used colour as a differentiator and introduced an icon system to further describe the utility of milk products. This made it clearer for the end-user to understand the milk range. If users wanted to make ghee at home, they had to purchase 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 continually-increasing portfolio of flavours and product ranges. The design system can be used with ingredients to tickle the appetite. Additional ornaments and textures can be incorporated to further differentiate the product range. This new visual system allowed itself to adapt to various product formats.
The flexibility of the visual language allows for easy extension of the patches into their continually-increasing portfolio of flavours and product ranges. The design system can be used with ingredients to tickle the appetite. Additional ornaments and textures can be incorporated to further differentiate the product range. This new visual system allowed itself to adapt to various product formats.
The flexibility of the visual language allows for easy extension of the patches into their continually-increasing portfolio of flavours and product ranges. The design system can be used with ingredients to tickle the appetite. Additional ornaments and textures can be incorporated to further differentiate the product range. This new visual system allowed itself to adapt to various product formats.
The flexibility of the visual language allows for easy extension of the patches into their continually-increasing portfolio of flavors and product ranges. The design system can be used with ingredients to tickle the appetite. Additional ornaments and textures can be incorporated to further differentiate the product range. This new visual system allowed itself to adapt to various product formats.
The flexibility of the visual language allows for easy extension of the patches into their continually-increasing portfolio of flavours and product ranges. The design system can be used with ingredients to tickle the appetite. Additional ornaments and textures can be incorporated to further differentiate the product range. This new visual system allowed itself to adapt to various product formats.
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.
Based on the over-arching concept, each product category employs a distinct treatment. Yet, to ensure high recall and synergy associated with a portfolio of contemporary brands, the entire range has a family look.
Based on the over-arching concept, each product category employs a distinct treatment. Yet, to ensure high recall and synergy associated with a portfolio of contemporary brands, the entire range has a family look.
Based on the over-arching concept, each product category employs a distinct treatment. Yet, to ensure high recall and synergy associated with a portfolio of contemporary brands, the entire range has a family look.
Based on the over-arching concept, each product category employs a distinct treatment. Yet, to ensure high recall and synergy associated with a portfolio of contemporary brands, the entire range has a family look.
Based on the over-arching concept, each product category employs a distinct treatment. Yet, to ensure high recall and synergy associated with a portfolio of contemporary brands, the entire range has a family look.
A great design system must allow flexibility: cultural ornaments complemented our Jersey patches for products which had to cue celebrations.
A great design system must allow flexibility: cultural ornaments complemented our Jersey patches for products which had to cue celebrations.
A great design system must allow flexibility: cultural ornaments complemented our Jersey patches for products which had to cue celebrations.
A great design system must allow flexibility: cultural ornaments complemented our Jersey patches for products which had to cue celebrations.
A great design system must allow flexibility: cultural ornaments complemented our Jersey patches for products which had to cue celebrations.
We married the ingredient and the Jersey patch story to further add an appetizing appeal to our packaging design.
We married the ingredient and the Jersey patch story to further add an appetizing appeal to our packaging design.
We married the ingredient and the Jersey patch story to further add an appetizing appeal to our packaging design.
We married the ingredient and the Jersey patch story to further add an appetizing appeal to our packaging design.
We married the ingredient and the Jersey patch story to further add an 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 fresh, new Godrej Jersey family.
Meet the Refreshed Godrej Jersey Family.
Meet the Refreshed Godrej Jersey Family.
Meet the Refreshed Godrej Jersey Family.
Meet the Refreshed Godrej Jersey Family.
Meet the Refreshed 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.