Home / Directory / Elmwood / Case Studies

DBA Directory

Fast tracking design buyers to the most appropriate design agencies in the UK

Print version

Elmwood

Case Studies

Arla skyr – Sharper flavours from the land of contrasts

Client

Arla Foods

Project Launch Date

April 2015

DBA Design Effectiveness Award Winner

Design Disciplines

  • Branding
  • Packaging

Industry Sector

  • FMCG
  • Food and drink

Summary

New to the UK, Arla skyr is carefully made following traditional Icelandic methods. We developed a new brand to drive revenue for Arla Foods in the highly competitive and crowded UK yoghurt market. In just 13 months, it has become an innovative presence, and a £12m brand.

Problem

This was Arla’s first mainstream branded product launch in the UK and they needed a pack that would cut through and tell the Arla skyr story in an engaging way. Creating noise in an already busy category dominated by innovation.

Approach

In-store observations revealed that yogurt fixtures caused confusion and visual agitation. Shelves were littered with visually complex and semi-scientific products. Given this visual chaos, we needed a brand with a clear and distinct point of view, and did more than just try to shout louder than other products.

Our inspiration? Iceland. Underneath the calm, peaceful exterior is a country bursting with idiosyncratic beauty; a land of vibrant colours and energy. And Arla skyr is no different: under its pure, innocent surface lies a surprising world of refreshing textures and flavours, packed with delicious goodness and health benefits.

Result

Arla skyr has surpassed all expectations – engaging consumers, cutting through at the point of sale, and adding incremental value to the yogurt category. In just 13 months, it became a £12.2m brand, and production is struggling to keep up with demand. It’s forecast to be worth £21m in 20 months.

Expand case study information

Coca-Cola – Scoring big at UEFA Euro 2016

Client

Coca-Cola

Project Launch Date

May 2016

Design Disciplines

  • Branding
  • Packaging

Industry Sector

  • FMCG
  • Food and drink

Summary

Every four years, when the UEFA European Championships roll around, it’s not just a showcase for the cream of European football, it’s an opportunity for some of the world’s biggest brands to reach large audiences across the continent. We created Coca-Cola’s visual identity to bring football fans together across Europe.

Problem

Coca-Cola secured its sponsorship of the tournament long before the event kicked off and needed an impactful campaign identity to support their ambition – to become the most recognisable non-apparel sponsor and the most talked about brand during the games – and that would appeal to fans from all participating countries.

Approach

Our identity focuses on bringing all sorts of football fans together for the love of the game, and clearly positions Coca-Cola at the heart of it all. The sparks represent direction, movement and energy – all essential ingredients of a tournament of this scale.

Result

It was a great tournament for bringing Europe together with Coca-Cola at the heart of the excitement and our visual scheme scored well with fans. And unsurprisingly, it performed better than the England squad...

Expand case study information

Heineken Bohemia – Reinvigorating Mexico’s first premium beer

Client

Heineken Mexico

Project Launch Date

May 2016

Industry Sector

  • FMCG
  • Food and drink

Summary

Celebrating the unique creativity and artistry in Bohemia’s most important asset – its name.

Problem

Bohemia is an iconic Mexican brand, steeped in traditional values and heritage. It has enhanced local beer culture and become a pioneer in food pairing. However, Bohemia had lost its relevance, and needed to become aspirational again with an approach that could engage with a younger generation of beer lovers.

Approach

We focused on what makes Bohemia unique – its name. Something that is ‘bohemian’ expresses itself in unexpected, authentic, creative and original ways. Maintaining respect for the brand’s past was paramount, together with the need for authenticity. We collaborated with Mexican typographers Lettres to redraw the Bohemia lettering. The task was to retain the distinctive character of the current European Blackletter typeface, but make it more contemporary with an authentic Mexican attitude. The new lettering celebrates the balance of perfection and passion that goes into the beer. Perfection through the consistent rhythmic uprights. Passion through the playful flicks that break out.

Result

Gisselle Villarreal, Brand Manager Bohemia, Heineken Mexico: “Elmwood was the perfect extension of our brand team. They have respected the brand’s heritage and protected it brilliantly while delivering an identity that is fresh, distinctive and powerful. Bohemia will undoubtedly leave its mark once again for many more years to come.”

Expand case study information

Heineken Tecate – Redefining a Mexican icon

Client

Heineken Mexico

Project Launch Date

May 2015

DBA Design Effectiveness Award Winner

Design Disciplines

  • Branding
  • Packaging

Industry Sector

  • FMCG
  • Food and drink

Summary

Heineken wanted to grab the attention of 18-25 year-olds in a changing Mexican cultural environment, while not alienating its older consumers. Through redefining modern masculinity, building on the brand’s existing iconic assets, and giving them greater meaning, we drove growth across the whole portfolio. Cheers to that.

Problem

Iconic and beloved, Tecate rapidly rose from humble beginnings. Implicitly tied up in the notion of masculinity, the brand and its point of view had aged with its loyal consumers. Tecate needed to engage with a younger generation, of men and women, without alienating current drinkers.

Approach

Our extensive cultural immersion was rewarded with deep insight into shifting Mexican values and expressions of masculinity. It revealed an optimism, proud patriotism and desire for positive change that has the younger generation feeling energised and proud to be Mexican. This positive cultural momentum is encapsulated in the brand’s new distinct point of view: ‘Now. Create the moment’. Creatively, we had to understand Tecate’s iconic design features, how these could be reworked with the new positioning and how a brand that started as one variant could now work as a cohesive and compelling family.

Result

Not only has the redesign attracted a new, younger audience whilst retaining its original customers, it has set the brand well on its way to overtaking market leader Corona. Market share in Mexico has increased by 9.5%, whilst sales have grown by a whopping 110% in the United States.

Expand case study information

HOOQ – Celebrating vibrant entertainment

Client

HOOQ

Project Launch Date

March 2015

DBA Design Effectiveness Award Winner

Design Disciplines

  • Branding
  • Digital

Industry Sector

  • Media

Summary

We created a digital platform with warmth and personality to celebrate the richness of the cultural melting pot that is Asia. Hooked on unlimited entertainment? Absolutely. In its first year since launch, HOOQ became Asia’s largest premium video streaming service, and the #1 paid ‘over-the-top’ video service in the Philippines.

Problem

7 countries. 1.7 billion people. 10+ religions. 8 major languages and a busy competitive market. With a proliferation of cheap DVDs, piracy and illegal downloads, HOOQ needed to create a brand that appealed to this wide audience, and that played to HOOQ’s strength of offering locally, and regionally, relevant content.

Approach

There was no test market, or regional beta phase for refinement, so working closely with the client we helped shape its name, values, brand essence and personality to ensure instant engagement.

Our insight was that HOOQ would change the way people in Asia view entertainment. Only HOOQ would offer locally specific content, which would resonate with consumers in Asia in a way that no international player with only Hollywood content could.

The moving ident helps to create a media experience and emotional engagement. Each individual platform icon and secondary illustrations build on making the infinity loop an ownable equity.

Result

In its first year since launch, HOOQ became Asia’s largest premium video streaming service, and the number one paid ‘over-the-top’ video service in the Philippines. The brand was also named ‘Best Mobile App’ in the Media, Film, TV or Video category at the GSMA’s Global Mobile (GLOMO) Awards in Barcelona.

Expand case study information