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Pearlfisher

Case Studies

Cadbury Dairy Milk

Client

Cadbury

Project Launch Date

July 2009

Summary

Over a hundred years, Cadbury Dairy Milk has become the jewel in the Cadbury brand portfolio. Pearlfisher was tasked with redesigning the brand to encapsulate everything it stands for, enabling consistent and desirable expression in all markets.

Problem

The challenge to evolve such an iconic and world famous brand was enormous. Cadbury has many cholcoate brands in its portfolio plus decades of history and love for it in its key markets - UK, Australia and India - and new, fast-emerging markets such as South Africa to consider.

Approach

The design development needed to elevate the iconic nature of the brand by adding intensity and intimacy to a core CDM truth and make this desirable through design. But what was this truth? The glass and a half of full cream milk. For decades this precious truth has been treated as a visual bolt-on for communications and never fully integrated into the brand identity. The new global identity fully embraces this symbolism as well as simplifying other core visual equities: the purple and white colour and the addition of a golden touch to the Cadbury name.

Result

The new visual architeciture system - with a strong logotype and symbol and colourful shelf presence - is more effective in creating powerfu consumer desire, clear flavour differentiation and allows for the return of well-loved sub brands. The design, like any well-considered iconic mark, can adopt and transecend borders.

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Green & Black's

Client

Green & Black's

Project Launch Date

September 2009

DBA Design Effectiveness Award Winner

Summary

From an initial re-branding and re-positioning of Green & Black's in 2002, and an ongoing 18-year relationship with the client, in 2009 Pearlfisher was asked to refresh the packaging to communicate the brand's milk chocolate credentials to attract new consumers.

Problem

Client research had shown that consumers perecive Green &Black's to be a luxury, dark chocolate brand and weren't aware that the brand had a broad range of milk variants.

Approach

The refreshed design lightens up the brand and moves the packaging away from predominantly dark brown to modern colours representing the flavour of each variant. The new 'colour wave' packaging retains the luxury and taste intensity cues but ensures the extensive - and growing - bar range is easy for shoppers to navigate.

Result

The succes of the brand has been phenomenal with continued design evolution promoting its premium positioning. All advertising and PR campaigns are packaging inspired and leverage the pack shot. In the wider world, the revered Peter Blake received widespread acclaim for creating a mosaic featuring the new colour wave packaging.

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Jme

Client

Jamie Oliver Enterprises

Project Launch Date

March 2009

Summary

A new Jamie Oliver lifestyle concept bsed on hero'ing product over personality. Built on collaborations with global designers and suppliers and bringing together a diverse and extensve range of homeware and food products to be sold in protected environments - online, In Jamie's Recipease stores and through Direct Selling Parties

Problem

To challenge the celebrity-led lifestyle of so many lifestyle brands and create an aspirational barnd that communicates quality over celebrity and avoids any cannibalisation of existing Jamie Oliver branded products.

Approach

We took a flexible design to create an emotionally-driven brand architecture. The Jme logo - challenging the celebrity-led name and face - act as an endorser stamp that is subtly applied to an eclectic range of packaging styles. Each piece is individually designed to best reflect the product rather than follow specific brand guidelines. The overall look and feel aptlyl reflects the evolving range of dverse products.The majority of products are sold by self-employed consultants hosting parties in people's homes and the packaging is the only marketing support the brand receives in that environment.

Result

In just 12 months, Jme beat its initial sales targets by 20% and held over 45,000 parties in the UK & Ireland - the brand's biggest achievement (Source: Jamie Oliver Enterprises). The phenomenal success has been achieved without putting either Jamile Oliver's name or face to the brand or packaging!

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This Water

Client

Innocent Drinks

Project Launch Date

June 2008

DBA Design Effectiveness Award Winner

Summary

Innocent is known for its dedication to nothing but nothing but fruit. Innocent Juicy Water always felt not quite part of the family in its fruit-focused chiller cabinet. So in 2006, Innocent asked Pearlfisher to re-brand Juicy Water, creating a new stand-alone water in its place.

Problem

Innocent challenged Pearlfisher to develop a new expression of the brand that would allow other potentail H2O-related drinks to be developed. Innocent would remain a proud paretn but would give its brainchild more room to develop an independent identity.

Approach

The confident design celebrates the ubiquity and versatility of water. The new name flows seamlessly and its tone of voice moves away from the best-friend style of Innocent to a more grown up, direct voice - a new visual language that doesn't rely on its famous connection to succeed.

Result

At the end of five years as Juicy Water in 2006, the market share was 0.4%. Since relaunch in May 2007, market share grew to 4.1% in only one year with sales up an incredible 100% (IRI Infoscan).

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Yeo Valley Organic

Client

The Yeo Valley Organic Company Limited

Project Launch Date

June 2010

Summary

To rebrand and redsign the entire Yeo Valley Organic range of approximately 100 SKUS to reflecct a progression for the brand and a positioning that focuses on Yeo Valley Organic's ownership of Dairy.

Problem

Although successful over the last decade, becoming the number one organic dairy brand, Yeo Valley Organic recognised the need to reaffirm their positioning as a mainstream, more accessible dairy brand.

Approach

The new identity encapsulates the Yeo Valley Organic name within a milk droplet - representing Yeo Valley Organic as an emerging icon within the world of dairy and owning a key symbol of dairy - the vast majority of Yeo Valley's products being milk based. The typography for the brand name has been softened to give a firendlier feel, whilst retaining a contemporary edge with clean lines and simplicity. The typography colour has remained green. A bold graphic system to work across the whole portfolio.

Result

Too early for market data - Yeo Valley Organic Pots launched in June 2010. Roll-out of entire range from September 2010.

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