OKLIF: CREATION OF A BRAND OF EXTRACTS FOR ANIMALS

TASK

Create and market a new competitive brand of extracts for animals

ABOUT THE CLIENT

ABM is a manufacturer of products for the care and feeding of farm animals. It has been on the market for 15 years

PROCESS OF CREATING A DESIGN FOR A BRAND OF EXTRACTS

In interviews with the target audience, we found out that the main fear of farmers is to change the feeding routine of livestock. Therefore, the main package of their purchases is stable and proven over the years. And farmers and technologists buy the latest tools very carefully and only on a cash basis.

This is one side of the scale. On the other hand, almost every farm deals with livestock diseases. Diseases are often treated with antibiotics. And antibiotics are harmful to the human body and harm to the household. Therefore, the ideal scenario for every farmer is a proven natural remedy that can prevent animal diseases.

And we told all this, of course, for a reason. Our client has such a product.

Challenge 1. A brand of extracts that is trusted

And now the problem. How to explain to farmers that our product is what they were looking for if they think that everything new is dangerous?

People rely on products that are understandable. And we could overcome farmers’ mistrust of experiments only in one case – to make the extracts understandable.

Therefore, the beginning of our communication consisted in explaining the composition of the product:

Plant extracts are plants. That is, the fact that animals ate throughout their history. But now – in a more convenient format for the farmer.

In the next step, we reformulated “extracts” into “superfoods”. Because this word is more familiar to the audience and associated with quality nutritional supplements.

But we have created an easy naming that will be easy to pronounce for both Ukrainian and foreign customers.

This is how it appeared:

with a global mission – to change the approach to the health and nutrition of animals, and therefore to the health and nutrition of people.

Challenge 2. Trust through design

To say that is not enough. It is necessary to show.

We used a bold orange color for the sphere. It distinguishes the client from competitors and symbolizes the essence of the plant from which the superfood is made. The task was to create a brand of extracts that was different from others.

And to strengthen the concept of naturalness, we used elements of real plants included in the product.