| SMS Food Factory
2007 ReBrand 100 Winners > notable
Industry: Food - Below: Before Image, Rebrand Images, Summary, Credits
Summary:
Industry Setting - A producer of Mediterranean gourmet products, SMS Ltd. was established in 1989. Focusing on the untouched nature of the Croatian coast and taking into consideration traditional Dalmatian food, the company creates and offers innovative, and original Mediterranean food products -- "a little bit of cute luxury“ -- as we like to call it. Following the vision, the company that once had just a couple employees turned into Croatia's leading producer of olive oil, gourmet olives, capers, dried fruit spreads, marinated garlic spreads, etc. Today SMS is spreading its products all over the world.
Challenge - Earlier packaging of SMS olive oil was standard shaped bottles differing in shape from different volumes of the bottle. In keeping with the company's vision and mission, the desire was to create a unique olive oil bottle that would represent the high quality products as well as convey high functionality and a superior product design. This kind of packaging was key in differentiating from the competition.
Each olive oil bottle is slippery and must be squeezed in the hand to hold it. Because of light reflection, the triangle shape and the green color make the bottles easier to hold, and optimal for preserving olive oil in the glass bottle. A concave 3D imprint on the bottle represents a great support for a bottle holders thumb.
The elliptic, concave 3D imprint on the bottle unmistakably resembles the olive fruit, so its picture doesn't need to be explicitly displayed on the label.
Strategy/Result - In order to be competitive and to successfully penetrate new markets, the company had to be unique and original. Rebranding the product design confirmed SMS' uniqueness in the market. That, combined with the highest quality products, made SMS the leading food producer in the region. The growing satisfaction of customers was reflected in the sales growth as well as in opening of new world markets. In this way we have succeeded in fulfilling our mission and vision; we have spread our business into new markets, increased sales and customer and employee satisfaction, which finally affected the growing business excellence. Confirmed product quality as well as superior design and high functionality of SMS products strengthened competitive position of the company in the market. This has secured the achieving of strategically planned quantitative results as well as market share growth.
Result -
Credits:
Client: SMS Food Factory - www.sms.hr
Director: Srdjan Mladinic
Brand Strategist/Designer: STUDIO INTERNATIONAL - www.studio-international.com
Art Director: Boris Ljubicic
Creative Director: Boris Ljubicic
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