Vitam Margarines Rebranding

2yolk

Attikis 55, Vrilissia 152 38, Greece

Design: 2yolk
Location: Greece
Project Type: Produced
Client: Upfield Greece
Packaging Contents: Margarine, Butter
Packaging Substrate / Materials: Plastic
Printing Process: Flexography

Vitam is not just another brand of margarine; it is one of the biggest Greek love brands. It has been a synonym of a flavoursome, nutritious diet for the whole family, for over 70 years. Today, Vitam continues to lead the market in the margarine and butter segment, with multiple best-selling variants.

As is true for all leaders, the brand has had to deal with two major challenges over time: dealing with copycat brands on the market; and remaining fresh and relevant to the new generation of consumers. In recent years, Vitam had started to look similar to its lower-quality competitors, failing to convey the reliability of a top-quality margarine with a totally natural composition. Thus, premiumness and naturalness cues were the main requisites of the rebranding challenge.

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Simplicity in Vitam’s new image, was the key response to that challenge. The range’s star variant, Vitam Soft, traded the colour yellow for a nostalgic beige, drawing inspiration from one of the brand’s older, iconic tubs. This colour brought together all of the Vitam range’s variants. At the same time, a major role in the rebranding was played by a well-balanced facelift to the logo, which was based on a simplified, but still familiarly chunky typography.

Vitam’s new era is built on a brand that is sure of itself, moving forward by investing in its rich history. It is always a creative challenge for a love brand to modernise precisely those elements that invoke familiarity and nostalgia.