Brief Explanation

Consumers were getting confused as to the country of origin of the Greenfields brand. There was a risk of negative perceptions and lack of trust without transparency on the provenance of the brand. In Indonesia, foreign brands carried a premium association. In international markets, an Indonesian milk product lacked premium connotations. We assessed the pack design elements and identified a clear need of brand benefit with an appetizing appeal.

The Brief

Greenfields is one of Indonesia’s expanding milk producers with a rapidly growing retail channel and regional distribution network in Singapore and Hong Kong. The Greenfields brand has strong credentials in freshness as its livestock are imported from Australia. The packaging lacked shelf standout or appetite appeal. It simultaneously disappointed retail consumers as well as important trade clients such as Starbucks.

How the final design was conceived

We strengthened the visual assets across Greenfields’ packaging including ‘green pastures’ to convey the brand’s freshness, quality and foreign associations and re-enforce the meaning of the brand name. Greater appetite appeal was conveyed through a simple glass of milk and the introduction of lifestyle photography provided a more personal connection with consumers. The design solution was a more meaningful set of visual assets that differentiated the brand from the competitive landscape by breaking away from the standard category visual language and reassured consumers with a more personal and authentic style.

Indication of how successful the outcome was in the market

The result was a sustainable impact - a 30% increase in retail sales within six months of the launch; significant expansion in quality retail distribution; 100% retention of premium trade customers; dramatically improved customer quality perceptions and an rising belief that Greenfields is a truly international brand.