INDIA
Creating brand unity for major companies with diverse product portfolios can be challenging, as well as fun; especially when the consumables have a wide demographic. That’s why Cavin's (umbrella brand for CavinKare’sdairy-based products) teamed up with Evolve Creative (London) to update and freshen their identity, and design new and exciting product packaging.
Cavin’s were looking for a redesign of their dairy brand with a view to launching new product extensions in the wake of larger distribution plans across India.
At the outset we decided that the existing logo needed softening and to lose its ‘hard edges’, to make it more appealing as a dairy brand. We then created a much friendlier identity by making the ‘Cavin’s blue’ much brighter, fresher and vibrant. We increased the prominence of the leaves, adding balance and highlighting the natural aspects that Cavin’s products are renowned for.
Many Hindus worship cows as a sacred animal. As a result, the cow's udder is widely recognised as 'pure at source' and therefore a vital element to retain within the brand's identity. The udder symbol was restyled and developed and the Cavin's logotype modified. The packaging for the complete product range was redesigned to give it a fresher, more appetising appearance to enable it to compete nationally.
The ingredients are a focal point on the Milkshake, Lassie and Buttermilk packs; distinguishing colours have been created for each of the variants to give Cavin’s an excellent point of sale (POS) presence.
