Telunsu, a dominant player in China’s ambient milk market, launched a new dessert yogurt in April 2017. With this ultra-premium indulgence yogurt, Telunsu is extending its strong brand presence into the refrigerated yogurt category. We were invited to provide brand strategy and pack design for this ultra-premium indulgence yogurt.
Brand Deep Dive - Understanding our competitors and the environment
We deep dive on the category locally and globally, including out of category benchmark cases to find the most compelling brand platform.
Arriving at our sweet spot for the brand
By understanding the category, competitors, consumer’s needs & insights, we were able to recommend the sweet spot for the brand. When most local brands were focusing on the best ingredients as their RTBs, we recommended a different approach in order to stand out from the crowd. We recommended a strategy focusing on exclusivity and the sensorial feeling when interacting with the yogurt, keeping our claim of using the best ingredients as a supporting pillar behind this experience.
Brand Strategy & Positioning
Working with the client, we arrived upon 3 brand positionings. We also recommended the category name and brand names that were based on these 3 routes.
Brand Story & RTB Explorations
Based on the selected brand positioning, we developed and refined the brand story and brand RTB/claims that were based on consumer insights and preference.
Brand & Pack Design
The pack design keeps and extends the existing brand assets of Telunsu, and uses visual cues and tonality that dials up creaminess and taste appeal. The current Telunsu dessert yogurt comes in two flavors – plain and durian. These two packs serve as master design for adaption to other SKUs in the future. We also provided retail POS design such as key visual, leaflet, merchandise, tasting bar and tasting counter.