- A clear understanding of evolving consumer behavior helped McLean Design introduce an unfamiliar but über healthy European dairy product called quark to a highly skeptical American market. Quark is a creamy, cheese-like fare with yogurt-like features, a staple in Europe but almost entirely alien to U.S. shoppers. The challenge was to present it as captivatingly different but not strange, European but not old-fashioned or elite gourmet.
BRAND NAMING, BRAND DESIGN, PACKAGING DESIGN, FLAVOR SYSTEM
- The carefully crafted design claims its European heritage with a modern sensibility that expresses an enlightened awareness of healthy choices. The approachable packaging delivers more flavor than cottage cheese and more nutrition than Greek yogurt, a new category darling. Garnering impressive buzz in trendy magazines and at healthy food expos, Elli can be found at Whole Foods and other specialty food markets.
- McLean Design named, designed, packaged, and positioned the new Elli brand to embody a contemporary, imported feel, that appeals to modern health-conscious consumers as a smarter, healthier dairy snack. The quirky, youthful signature-style brandmark captures a personalized, forward-thinking aesthetic that helps it differentiate from typical dairy products which are good for you but not actively healthy like quark.