Tnuva
DESIGNING THE MOST ICONIC AND BELOVED DAIRY BRANDS IN ISRAEL THAT STAND OUT IN EVERY FRIDGE
Tnuva
DESIGNING THE MOST ICONIC AND BELOVED DAIRY BRANDS IN ISRAEL THAT STAND OUT IN EVERY FRIDGE
Alka Elephant
MASTER OF
INCREDIBLE SNACKS
Brand Identity
The Challenge
The baked salty snacks market is defined by quick decisions and impulse choices. This poses a difficult problem for the Elephant brand: as a player in this impulse-buy category, it finds itself navigating a landscape characterized by non-existent loyalty and a discerning consumer base. The purchase behavior is governed by the existence of a set of 8-9 high awareness brands that consumers rotate amongst, quite indifferent to brand distinctions.
We faced a two-fold dilemma:
First: the brand awareness was low.
Second: we needed to find a way to present the ranges Flat, Twist and Pieces as belonging to the same Elephant mother brand.
We needed to stand out from the shelf by finding a way to show the brand's premium quality, innovative snack products, with a touch of playfulness and elegance.
We have the branded business in many countries among which: Czech Republik, Slovakia, Benelux, Germany, Serbia, Muntenegro, France, Spain, Bulgaria, Macedonia, Croatia, Bosnia, Austria, Lebanon, Hungary, Greece, Albania, Denmark, Kosovo, Lithuania, Letonia.
The Solution
We came up with a solution to embody the essence of Elephant Snacks as the "Master of Incredible Snacks, evoking the brand's mastery and creativity, a point of connection for our snack ranges: Elephant Flat Pretzels, Elephant Twisted Pretzels, and Elephant Pretzel Pieces => a design that has in common:
The logo Master of Incredible Snacks
Color code: blue
Wow visual effect of the unique shape of the
products (flat, twisted, or intentionally broken)
The product descriptor
The flavor descriptor
A premium packaging is meant to stand out from
the shelf and create a premium visual effect,
being always true to the consumer “ What you
see is what you get”
Brand Assurance
We offer the guarantee of the quality, amazing craft and uniqueness of the products. The guarantee is always emphasized through the logo Master of Incredible Snacks, who acts like a quality insurance stamp and also like an aggregator for the Elephant snacks portfolio. We offer good quality, natural ingredients, baked not fried products – always an unique snacking experience.
The Brand Story
While we market and sell pretzels, when it comes to our content strategy, it is not about selling products, but about telling a story. It is about the idea that everyone should find a friend (in snacks) in their hectic, dynamic life. Why best friend? Because your friends elevate you, they are with you when you need them the most and most importantly: they are honest. This is also how our brand is: “what you see is what you get”. We look to inspire and delight all our consumers with our incredible tasty snacks, always with a ’’twist’’.
The Brand Values
The Elephant brand is incredible skilled,
reliable,
trustworthy,
innovative,
but also cool,
witty-smart,
funny,
friendly and authentic.
The Branding Language
We believe that our branding language is honest and friendly. We are open to our consumers needs. Our brand voice is smart, vibrant, playful, but also premium and straight forward.
Overall, the target audience for Elephant consists of adventurous, youthful, and individuals who appreciate humor, novelty, and bold flavors. They seek out experiences that stand out from the ordinary and enjoy sharing their discoveries with others, making them ideal ambassadors for a snack brand with a funny shape and daring flavors.
Next Project
Alka
Brand Identity, Motion Graphics
