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

The way in which people work is constantly evolving. Located in the financial district in Hyderabad, Terraza South and Terraza North is a landmark, a badge of pride that organizations aspire for. The property was designed to be efficient for an organization and its employees. And our brief was to communicate this efficiency effectively.

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: Packaging | Rebranding
Client: Godrej
Sector: FMCG

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.

Before

After

Brand Identity Evolution.

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.

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.

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.

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 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.

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.
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.
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.
Meet the Refreshed Godrej Jersey Family.
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