Allos
Allos, great organic fruits
Fruity things
Allos, one of the pioneers in Germany for organic foods, wants to relaunch the Allos organic fruit-spread portfolio “Frucht Pur” (pure fruit) sold only at organic shops. What’s new about “Frucht Pur”? The Allos organic farm is developing a range of authentic, natural, premium quality foods in-house. Allos “Frucht Pur” offers the finest exquisite, carefully selected fruits. But, the design was not communicating this great true story at all!
A great story to tell
The key mission was to create an appealing design concept that communicates the organic farm story and heritage, the goodness and authenticity of the products along with the real love of both fruit and craftsmanship while showing a modern organic world. Key words for the design were: rich in fruity goodness & authenticity, premium quality, naturalness, organic.
Natural goodness at its best
We created a strong, appealing design with an authentic personality.
Our big idea: ‘fresh from the market’, an appealing market-stand atmosphere, visualising the green “Frucht Pur” slate as new key visual and a full immersion into the fruits (via a modern, sunny close-up photography). The new look is Organic Lifestyle in an authentic way. Thanks to this new design concept, a double-digit sales growth was achieved within a few months after launch.
Testimonial
“During the relaunch of our line of ‘Allos Frucht Pur’ organic fruit spreads we were faced with the challenge of restaging the design for a natural-foods icon that had aged a bit over the years. Dragon Rouge was the agency we chose because a small-scale ‘facelifting’ wouldn’t have been enough for us. A large degree of strategic ‘savoir faire’ in terms of the topic of positioning was called for here, as well as an above-average capacity to display empathy with a very demanding target group. From the very beginning we had the feeling that Dragon Rouge was not just ‘going through the motions’ for us on some kind of job. It was more like blood was going to flow into the project: as in heart and soul. In the team at Dragon Rouge we came across the perfect blend of aesthetic standard and business pragmatism. We had a solid takeoff with the ‘market-stand design’ that was ultimately enacted on the market and are reporting double-digit growth rates for ‘Allos Frucht Pur’. The successful mixture of authentic naturalness and high appetite appeal hit the nerve spot-on. The heart on the slate turned out to be the emotional ‘icing on the cake’. Merci beaucoup et à bientôt !”
Kamran Wührmann, Marketing Director Wessanen Deutschland GmbH