Harmony dairy rebrand

Design: PØLARIS Partners
Location: Ukraine
Project Type: Produced
Client: Lubenskiy Dairy Plant
Product Launch Location: Ukraine
Packaging Contents: Dairy products
Packaging Substrate / Materials: Plastic bottle, plactic cup, foil top, LDPE
Printing Process: Flexography, dry offset

“PØLARIS Partners” marketing agency has completed work on a comprehensive renewal of the “Harmony” dairy brand as part of its preparation for entering the national market in Ukraine.

“Harmony” is one of the leaders in the regional dairy market in Ukraine. For successful development in the national market, the brand needed to reach a qualitatively new level of development, differentiate itself from competitors through repositioning, and strengthen the marketing-sales link.

The period of cooperation between the agency and the brand lasted 1.5 years. During this time, “PØLARIS Partners” specialists have carried out a set of in-depth brand marketing work in three main areas:

Brand analysis and audit. Conducting in-depth interviews with the owners and top managers of the company. Organization of focus groups with consumers to find out the current perception of the brand, Store-check shelves. Conducting a strategic session to find the best brand development option.

Development of a product-assortment strategy. Formation of a product-assortment strategy and a product matrix of a brand based on the needs of the target audience. Determination of the basic characteristics of the product and types of packaging, recommendations for the implementation of new packaging solutions.

Branding. Creation of a new platform for brand positioning. Development of a slogan, logo and packaging design for products of key categories: milk, kefir, sour cream, yoghurts, fermented baked milk, butter, cottage cheese.

“A large dairy brand means many product groups, a vague target audience, high price elasticity and a large share of rationality in making a purchase decision. All this required detailed study and analysis. Therefore, at the beginning of cooperation with “Harmony”, we understood that here we cannot do with one creativity. Painstaking and systematic work was required on all the key elements of the marketing mix, which our team did,” said Yuriy Kovalchuk, CEO of “PØLARIS Partners”.

The renewed “Harmony” appeared on the shelves of national retail chains only at the end of April 2021, and at the beginning of summer the brand entered two national supermarket chains, and also increased turnover in retail outlets by up to 30%.