The DDVB and one of the market leaders refreshed the "main" children juice brand
The "Sady Pridonia" (Don Gardens)company - the full cycle enterprise with its own resource base – makes the list top three producers of juices and baby food in Russia. For 20 years, the company produces a wide and very diverse range of 100% direct pressing juices of fruits, vegetables, garden and forest berries.
The same-named consumer brand "Sady Pridonia" is the real pride of the company, one of the five most popular juice brands of the country, that occupying a leading position in the baby food category.
Although the brand’s assortment includes adult and children juices, "Sady Pridonia" is perceived by the significant part of the audience firstly as a manufacturer of children juices: a lot of moms got acquainted with the brand through the healthy and natural juices for their children.
Today the brand’s image is formed and has a number of sustainable features: quality, naturalness, traditions. " Sady Pridonia" is perceived by target audience as "ours", native brand and generally create an emotionally-positive attitude. However, the survey found that the packaging of children juices makes the target audience think of the Soviet past.
The company " Sady Pridonia " addressed the DDVB with a desire to refresh the existing design, make the brand attractive and drawing an interest of the mothers and their children.
To modern the packaging design with its full continuity of the existing one and to maintain the basic visual identifiers of the brand.
The DDVB developed a new concept for the "Sady Pridonia" juice packaging by offering a modern, "pure" and "light" design, made it, however, 100% recognizable.
The main element of the previous design – the images of children - has been redesigned. Now, the guys on the package looks like the children of the current generation, and no longer perceived as the characters from the past. Fruit and vegetable compositions were also changed - they became more juicy, fresh, delicious, and got a place at the bottom of the package.
In general, the visual image has become well-rounded and more attractive, still being a seamless part of the "Children's World".