Argeta Brand Redesign

www.argeta.si

Visual identity, Package design

A

Project Background

With leading or second position on most of its markets, Argeta is the biggest pâté brand in Europe. The first Argeta was launched in 1957; today, the brand boasts 20 tastes in 4 product groups - classical Argeta, Junior, Delight and Exclusive. In the eyes of the consumer, Argeta stands for great taste, supreme spreadability and high quality ingredients with no added preservatives.

The brand was generally in a good shape, but it had some problems: a very complex logo that made the brand messages less clear, a very active competition that was eager to steal its place, consumer comprehension of Argeta as “traditional” and not very progressive and the new EU legislation. So, Argeta needed a facelift. Increasing complexity of the brand and its growth were calling for clearer segmentation and visual clarification.

Increasing complexity and rapid growth of the brand were calling for clearer segmentation and visual clarity.

Goals and Objectives

The main goal was to clearly differentiate Argeta from the competition. The objectives of the redesign were:

  • Evolution (not revolution) of the brand logo;
  • Improved visibility and brand shelf presence;
  • Communicate Argeta as a high quality, contemporary brand with emotions;
  • Increase sales in all core markets by at least 3%.

B

Process

We approached the redesign with utmost respect for the brand, taking into account its history and success on the market.

In the process of looking how to improve existing visual presence, we defined the main visual characteristics of the brand, keeping them and transforming them into clear, legible composition that would improve shelf presence and be consumer friendly at the same time.

Step 1

Logo Redesign

The existing Argeta logo consisted of 3 colours: basic red, outlined with white and black. On top of that, some shadowing was added later on. The logo was a good example of addition process through brand history. In the redesign process we went in the opposite direction: We were subtracting redundant elements one by one untill we came to only 3 basic characteristics. We kept them and translated them into an up-to-date typographic structure.

We kept the 3 basic characteristics of the former logo and translated them into an up-to-date typographic structure.

Step 2

Data Structure and Composition

It is of utmost importance for the customer that all important data is clearly visible at a glance and easy to read. Here we were dealing with relatively small display area, rounded package edges and lots of information that needed to be the package. Brand, sub-brand, taste and main ingredient pictogram thus became dominant graphic elements and were put in a composition that is a constant through all 20 tastes and 4 product groups (sub-brands). Established and well accepted taste color-coding was preserved while product declarations found its place at the side due to the carefully chosen space saving typography.

Step 3

Primary Colour Presence and Photography

Primary brand colour throughout history was orange. But the existing package was so busy with many visual elements that the primary colour was percepted merely as a background area. In search for distinctive shelf presence we significantly increased primary colour area. That resulted in a more unified general look and feell while at the same time emphasizing the most important information on the package. A new photography style was also established; Instead of the classic pâté and bread picture we used a photo of only the main ingredients on the lower right side of the package - a solution that makes distinction between different tastes even clearer.

With a bigger area of the signature orange color, Argeta cans gained better the shelf pressence and clearer differentiation.

Step 4

Applying the System to Product Groups

Our proposals were tested on focus groups. Based on the feedback some changes were applied. Lastly, design of packaging throughout the entire product range was executed following the established design principles.

C

Results

The new Argeta visual identity was launched at a gala event that marked the final act of the “Approved by mums” campaign that by which Argeta redefined its communication with end users.

Interviews in all core markets show that over ⅔ of people find Argeta’s new look more modern, youthful and fresh. All the objectives of the brief were met successfully and with a considerable increase in sales, the new, redesigned Argeta even exceeded the goal set in the brief.