Dragon Rouge
| Contact: | Malgosia Pawlik-Leniarska |
| Address: | ul. Janczarów 27, 02-960 Warszawa, Poland |
| Phone: | + 48 22 651 84 20 |
| Email: | warsaw@dragonrouge.com |
| Website: | https://www.dragonrouge.com/ |
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Inna Bajka
Inna Bajka (The Brand New Story) was created out of a tease, the brand challenged this repenting belief that healthy food was neither tasty nor easy to prepare. In the end Inna Bajka portfolio was to include breakfasts and lunches both tasty and extremely easy to prepare.
Working on Inna Bajka made the Client and the Agency take a true journey together hand in hand. We built the entire brand awareness starting from the positioning strategy, the name, the claim, the brand heroes and continued through the visual identity, the packaging and OOP communication. Our cherry on top was the website design and e-commerce functionality. Thus, we created the New World which catches the eye and brings the joy. Nice, cheerful, colorful and healthy. The World of the Brand New Story.
Zlate
Zlate exists on the Czech market since the early 1990s. Despite the long presence, its brand awareness was very low. Consumers were much more familiar with the name of the confectionery which made the sweets – Opavia. Dragon Rogue was asked by Mondelez – the owner of the brand – to organize the portfolio architecture and create a unique design that arouse emotions.
Analysis of consumer insights and observation of trends in the category allowed us to effectively diagnose the main weakness of the previous packaging: the brand lacked a distinctive personality. Our goal was to give the new packaging premium features. At the same time, however, we wanted to keep the products soul – its availability to a wide range of consumers. The new packaging presents a clear message based on insight: the joy of eating together.
Karmi
Karmi – the brand of non-alcoholic is present on the Polish market for many years. Until now, the brand was associated with a sweet, caramel-taste drink, mainly for women. We faced the challenge to communicate real and actual soul of Karmi. Karmi is brewed with a traditional beer method and uses classic brewing ingredients. Thanks to them, the beer gains an unusual taste – a marriage of light bitterness and a delicate tone of sweetness. Karmi is now an ideal offer for both, women and men.
The new design emphasizes unisex character and exposes brand’s attributes. Brand icon was designed through the combination of barley ears and hop cones, which are crucial in process of brewing Karmi. The balance between black and yellow refers to the visual heritage of the brand. The new logo is the combination of lowercase letters makes the brand friendly, non-distancing and unisex.
BoboVita
Despite the fact that BoboVita has been taking care of the quality of its products for years, the packaging itself did not communicate this enough. Vivid colors were maybe in a “child’s world”, but they did not emphasize the naturalness of the ingredients. In addition, the whole segment has looked similar – a product in a bowl, a brand hero, a taste descriptor. It was difficult to take apart confectioners on the shelf.
By surround “BoboVita” with a green plate, we refreshed the brand’s icon. Green is decoded as natural, and the shape of the plate can be associated with the heart, and thus the care with which the mother surrounds her child (or the care with which Nutricia selects ingredients for its products). Blogger-like photography, spilled on natural way ingredients and organic colors give now the brand even more credibility. We also gave up the current way of showing the finished product, in favor of showing fresh and natural ingredients.
Ostoya
When Pernod Ricard turned to Dragon Rouge Warsaw with the proposal to create a new brand, it had already many premium brands in its portfolio, but not in the category of pure vodka. The ambition of the company was to create a new brand that could compete on the shelf with vodkas like Chopin and Belvedere. On the one hand, the brand was supposed to exhibit “Polish origin”, on the other hand it did not close itself to export to other countries. The task was to create a name and packaging.
Because new vodka was to be produced from the highest quality Polish grain and using the purest spring water, we decided to embed the brand in the region associated with the purity – Bieszczady – sanctuary of nature. The final design of Ostoya vodka, obviously refers to this “natural heritage” but is shown in a modern way. Today, premium codes are not black and gold anymore. Contemporary premium codes include minimalism, pastels and naturalism. And this is what Ostoya is.
