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    This was a creation in our second year at the Norwegian School of Creative Studies, where we won the course prize. The brief was given by one of … Read More
    This was a creation in our second year at the Norwegian School of Creative Studies, where we won the course prize. The brief was given by one of two major national dairy companies in Norway, ”Q-melk”, with a goal of increasing their market share; and to make customers, normally buying from the opponent, buy their product instead. This was to be done by improving the package design. “Q-melk’s” primary target group is boys between 15 and 25 years of age and secondary men and women between 15 – 34 years of age. Their main priority is taste, rather then price, and they are not calorie conscious. The slogan of their chocolate milk was “the best one”. In our opinion, this did not fit their primary target group; also, there was no research to prove or substantiate their claim, something with which they agreed. For this reason we chose to change the slogan to “The only fresh one”. This seemed to fit the target group better, it is a fact that can be verified and last but not least, it represents a unique quality. Additionally this dairy company has a common slogan for the whole brand: “-does it a bit smarter”. They have chosen this because of their priority to make clever solutions for their consumers. For instance when they as the first one were to use twist corkscrew on their milk cartons. We wanted to make this quality come across to the audience in our design. Therefore we decided to make a chocolate milk factory with a humorous twist, focusing on its unique freshness and smartness. In addition to the package design, we developed a competition called iQ, where the consumer could test their iq/cleverness and win prices. We chose to do this because it is widely agreed that to involve the consumer creates a positive outcome. This was a project where we collaborated an illustration student named Michelle Josefine Wilson. Read Less
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