Almette
Freshness from the Alps
A true little jewel
The “fresh cheese” market is marked by an extremely high level of competitive pressure and by a trend in the direction of private labels. The objective was to withstand these developments while defending and expanding the established position held by Almette in this segment. An extensive consumer insight study has shown that Almette has a distinctive potential for opening up to new customers: the product has a convincing impact when it’s tasted and is described as unique in terms of taste and consistency.
Respectful refreshment
Correspondingly, Hochland wanted to freshen up Almette and develop the brand further. Dragon Rouge’s mission was to strengthen the brand’s profile, to develop a stand-alone story and to visualize a one-of-a-kind product experience. While doing so, we needed to also deal respectfully with existing core brand values and visual elements.
Proud of being Alpine
Following an extensive audit, Dragon Rouge has developed a strategic and creative route with 3 main pillars: strengthening of the Alpine heritage and simultaneous building up an open, lively atmosphere; visualization of an attractive ‘modern tradition’; simple and authentic. The new brand essence is reflected in the updated brand and packaging design. The concept reinforces the brand’s origins and is an invitation to discover and enjoy with greater awareness. The use of highly communicative design elements, modern product and vivid colors helps to reach a true differentiation. The new brand architecture helps to show the product diversity on-shelves whilst ensuring that the unique taste of the product is visible.
Testimonial
“The Almette brand is definitely one of the most highly profiled cream-cheese brands in Germany. So it’s a lot of fun to keep on developing this brand further and further. Naturally a great deal of thought has to be given to this. In Dragon Rouge we have found a partner who strategically convinced us, because these ladies and gentlemen grasped the ‘ins and outs’ of the branding world for Almette very quickly, then proceeded to make interesting proposals for the future. What we valued above all thereby was that the consumer is always the focal point of all of this agency’s considerations. A new design was subsequently created in a second phase, a design that fascinates due to its clarity and unambiguousness on the one hand, yet delights with its eye for detail on the other.”
Thilo R. Pomykala, Marketing Director Hochland, Germany