This Flavored Milk Rebrand for Anchor Boasts a Modern New Look
Rebecca Byers — May 5, 2015 — Lifestyle
References: triedandtruedesign.co.nz & packagingoftheworld
This flavored milk rebrand effort for New Zealand dairy producer Fonterra Export has given the products a refreshing new look. The new packaging range for Anchor features enlarged images of juicy, fresh strawberries and delicious looking pieces of chocolate that highlight the richness of flavor and value of ingredients.
Previously sporting images of surfers hitting the waves, the new Anchor designs are a solid color and instead feature images that drive home the contents of the product, rather than aspirational images of what the brand deemed as a cool lifestyle. This shift from branding the beverage products as an indulgent real food treat rather than a hip lifestyle choice speaks wonders about the current shift in marketing of food as naturally derived and containing high quality ingredients so as to not compromise on taste.
Previously sporting images of surfers hitting the waves, the new Anchor designs are a solid color and instead feature images that drive home the contents of the product, rather than aspirational images of what the brand deemed as a cool lifestyle. This shift from branding the beverage products as an indulgent real food treat rather than a hip lifestyle choice speaks wonders about the current shift in marketing of food as naturally derived and containing high quality ingredients so as to not compromise on taste.
Trend Themes
1. Natural Ingredients - The shift to natural ingredients in food and beverage production provides an opportunity to rebrand a product's image to emphasize quality.
2. Product Transparency - Putting a greater emphasis on displaying the product itself rather than aspirational images on packaging indicates a trend towards increased product transparency.
3. Simplicity - The new Anchor packaging design, which is a solid color with simple images, highlights the trend towards simplicity in design and branding.
Industry Implications
1. Food and Beverage - The natural ingredients and product transparency trends offer room for disruptive innovation in food and beverage production.
2. Packaging - The trend towards simplicity in design provides opportunities for disruptive innovation in packaging design to better emphasize the product itself.
3. Marketing - The shift from branding food and beverage products as a lifestyle choice towards emphasizing their natural flavors and high quality ingredients offers opportunities for disruptive innovation in marketing tactics.
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