Today I stopped at a Hispanic Deli around the corner from my office to buy a yogurt for breakfast. I bought a low fat peach flavor from La Yogurt brand. As I was reading the ingredients on the label while enjoying spoonfuls of it, I started linking thoughts on why this yogurt seems to be successful and popular, at least this is what I personally think. Most stores where you can buy Hispanic groceries here in the NYC area carry it in a wide range of flavors.
About the Package:
Language: is all in English! Only “La” from its “La Yogurt” brand-name is in Spanish and it is interestingly appealing.
Product Illustration: Big, tasty and natural looking fruit has appetite appeal.
Message Hierarchy: Three main levels of information.
1. Brand, La Yogurt
2. Kind (Original),
3. Fruit illustration & Flavor Name. Makes it simple and easy to assimilate what it is.
Another reason why I like this brand is that, it is easy to recognize on shelf. Their categories are well defined by colors. Differentiation is key for developing good line extensions. For example Original Low Fat uses a predominant Red swirl background, Rich & Creamy uses a soft light yellow swirl background, Sabor Latino Lowfat Blended uses a purple rectangular device behind the logo that contrasts with the strong hot orange swirl background, and so on. They have also done a great job on their: Fruit on the Botton, Lowfat Plain Unsweetened and Whole Milk & Plain Probiotic package designs. They play with tones of color and detailed illustrations. Introducing the “cow” illustration in a couple of their variants adds more a “natural” product feeling.
-Mariví
Comments
True enough,packaging is really very important.
Sometime it may affect the products and the consumer. I came across of one Japanese website which have some of its packaging.
http://www.jamesbowskill.com/offtheshelf/
The Japanese style is quite unique. It normally comes with bright colors and cute picture.Their theme are mostly very lively and fun. I was first attracted to its design before I went trying out its product. Many of my friends had agreed with me too. One of them even collect all the Japanese packaging!
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