Vaalia

Refreshing Vaalia with a new brand architecture by Creative Platform

We’re proud to share the newly refreshed Vaalia brand visual identity and packaging, propelling the brand forward into an exciting new era of wellness.

Taking the opportunity to step back and closely examine emerging trends across the yoghurt category, we identified a clear shift away from single-minded, narrowly focused propositions, such as low sugar claims, towards a more holistic approach. With probiotics still at the core, this new approach genuinely empowers and supports consumers in their pursuit of living life to the fullest, rather than fixating on one isolated benefit.

Grounded firmly in its core ethos of delicious and nutritious probiotic yoghurt, the new brand platform meaningfully shifts the public perception of Vaalia. Repositioning it as a multi-dimensional offering that speaks directly to intentional lifestyle habits and everyday wellbeing, rather than a single-purpose product.

The refreshed packaging design creates greater flexibility within the brand architecture, allowing for easier and more seamless expansion into new sub-ranges, as well as future collaboration offerings. By shifting to a vertical logo orientation, the design provides significantly more real estate on pack for a clearer, more effective communication system, enabling a quick read for shoppers and establishing a strong, distinctive point of difference on shelf.

The newly launched Vaalia Probiotics + Protein sub-range taps directly into the growing consumer demand for functional dairy options, while simultaneously expanding the brand’s reach and appeal to a younger, more aspirational Australian audience seeking better-for-you choices.