Sahar Sun Brand Redesign
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The redesign of the Sahar Sun brand by Backbone Branding was undertaken to address the gradual decline in market share faced by our Middle Eastern partner, primarily attributed to outdated packaging designs. Our goal was to rekindle the lost emotional connection with consumers and convey the brand's values more effectively.
In the fiercely competitive dairy market of our target region, differentiation among brands is notably weak, making it challenging for consumers to choose from the array of options on the shelf. Creatively, we observed a general lack of impactful strategic planning in the branding and design approaches for all dairy products in the targeted market, with the cow image being excessively utilized by competing brands. To counter these challenges, we developed a design that is unique, recognizable, and efficiently communicates the brand's values upon first interaction.
We utilized images portraying a farmer and his cow, illustrating various scenarios of a joyful farm life. The evolving story of the friendship between the farmer and his cow has made the packaging a carrier of the brand's essence. The images depicting the friendship are vibrant animations that breathe life into the once monotonous packaging.
This product is more than just a dairy item; it serves as a vessel for showcasing the story of a happy farm life through its range of products. Both buyers and passersby will be greeted with smiles, and the narrative of a joyous farm life will be conveyed through the packaging, transforming it into the vessel of the brand's story.
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