Packaging Relaunch and Repositioning by Emmi
Swiss dairy processor Emmi is repositioning its products under the ‘Emmi’ umbrella brand. Typical Swiss symbols and the silhouette of a mountain peak in red and white are the key elements of the new packaging. For the first time, well-established products from the white (dairy and fresh products) and yellow (cheese) ranges will come under the same brand name. Some 150 well-known Emmi products will gain new, uniform packaging. Products from the yoghurt, desserts, ice cream, natural cheese, fondue, raclette, mozzarella, milk, cream and butter segments will be marketed as part of the ‘Emmi’ range.
The new, uniform packaging is based on the colours red and white. A harmonious mountain range and silhouette-like typical national symbols such as a flag-waver, edelweiss, a cow and a yodeller form the key elements. “As a Swiss company with products made from Swiss milk, we want to communicate this origin in a clear and comprehensible way to consumers. Emmi products are characterized by their outstanding quality. This is now also reflected in their packaging,” explains Robin Barraclough, head of marketing of Emmi Group.
The uniform ‘Swiss-look’ design has all the benefits of an umbrella brand and aims to increase consumer awareness and improve visibility in the chiller cabinet. The redesigned ‘Emmi’ range of products will be available from August 2010 in Switzerland, Germany and Austria.
