/ Contexte
The cereals market is a highly competitive market, torn between the international masterbrands with more nutrition-oriented discourses and the small new player brands, in particular Organic, with more hedonistic and/or responsible promises. In this context, the positioning of Jordans: “naturally delicious” must evolve in order to find specificity and be embodied in its offer and its packaging design.
/ Challenge
How to reaffirm brand values, regain desirability and recruit new consumers in a competitive environment increasingly focused on naturalness and nutrition ?
/ Notre réponse
- Evolve the brand platform with a new brand essence: cultivating the power of nature, based on 3 commitments: natural taste, healthy nutrition, respect for biodiversity
- Embody this positioning in a new signature, “The taste of life” as well as in the illustration of the field, by changing it from a still life to a living nature.
- Review the range architecture by creating a stronger and more impactful Jordans Organic range, serving as a new pillar for future innovations.
- Modernize the design of the packs through the typographies and the shots of the products and ingredients in order to regain desirability with the target consumers.
