Over time however the brand image, logo, packaging design and on-pack characters (Jazzmin and Nero) started to lose relevance due to kids and mum’s greater exposure to new influences, choices and nutritional concerns.
Fristi faced the challenge of losing it’s unique market position and leadership. The brand’s key characters and shelve presence were in need of a younger, hipper and more appealing image to attract modern kids, while mum’s nutritional concerns also needed addressing. Following substantial research and workshop sessions, the red team’s solution was to reinterpret the Fristi brand positioning to give it a more modern, relevant spin, to bring back the superpower of the brand.
red created a modernized brand logo, identity system and look for the brand’s characters and placed them in new adventure scenarios, leading with ‘outer space’. The character execution was in 3D, providing the tools for cohesive brand character development and
a consistent brand image across all communication touch points, including television and digital devices.The brand logo of Fristi was evolved into a ‘shield’ device to help express both the new power of the hero brand characters and the added nutrition of the product.
The packaging design SKU colours where matched from real fruit to provide a more healthy and fresh look for the brand.
Diep Duc Phi, Assistant Brand Manager, FrieslandCampina Vietnam, commented, “The re-launch of Fristi in 2013 plays a very important role in our brand plan moving forward. Through their passion and valuable consultancy, red brand builders have delivered their job in a perfect way. The red team’s work really means I can’t wait to see my new product on the shelf!”
Lennart Schaberg, Creative Director of red brand builders, commented, “Once again Fristi is positioned and branded to be the superpower hero in the kids beverage aisle.”