Sterilgarda Branding Contest | Shicon
- Lots of life ;)
Umbrella brand for Sterilgarda’s new line of natural beverages 2012 | Third prize - With over 40 years of history, Sterilgarda Alimenti is an Italian leading company in the production of UHT milk and cream.
Sterilgarda wants to develop the new identity for its brand new line of natural beverages. This one is composed by a wide range of beverages, outcome of years of research on the best existing raw material in the world. At first, the line will be composed by: Pure juices (made of fresh juice, squeezed and immediately frozen without manipulation), Juices with no sugar added (only natural fruit sugars will be used) and Functional Teas (they provide specific health benefits that go beyond general nutrition: for example antioxidant or detox benefits).
There are plans for a future expansion of the range with other types of beverages such as smoothies, therefore the proposal will take into account a possible use of the brand in that sense.
Wellness is the key word in new consumers requests. This is what Sterilgarda wants to offer them with its new products: a wide range of healthy beverages and fruit drinks. Wellness becomes a philosophy of life, that sees the welfare of the people at the center of attention. Wellness is a healthy life; a healthy way of living that starts from the food intake.
Particulary, Sterilgarda wants to address to these two well-defined target audiences. The “Linked Boys” category: males , 20-25 years old, interested in innovation, responsible consumers. They consider the virtual world as part of reality, transposing its languages and communication codes in the everyday life. And the “Sense Girls” category: young women, 25-35 years old, which have a strong sensory refinement and which express their aesthetic emotions through their daily choices in consuming goods, personal style and communication codes.
The new product line will be distributed both in HoReCa and retail channels. 
LOL is short, easy to say, phonetic, fresh, positive, friendly, modern, young, universal and demonstrates satisfaction.
The phrase means "Lots Of Laughs" or "Lots Of Love" and is part of the vocabulary and the world of our target.
The idea is, taking advantage of their recognition, give it a new life and become a more “healthy” expression. Thus arises "Lots Of Life".
Thus, we can communicate the product attributes and brand. And also appears as an ultimate benefit to the health of consumer. This is wellness.
The slogan "Drinking Nature", always close to the brand, makes the approach to the beverages market without specify.
"Drinking Nature", once again, represents the quality of our products, the concern to achieve the target and symbolizes “directly from nature”.
The brown represents the ground, the origin of our raw material. The green, its freshness and the benefit to the consumer.
Depending on the established strategy to communicate the product, the logo may take the color of the fruit (in this case) without losing its identity. The umbrella brand keeps always the suggested colors.
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