|
The Design
The visual identity created by Pearlfisher repositions the brand by moving it from a niche, organic product and instead emphasises its mass luxury appeal. The dark brown corporate colour clearly communicates the intense chocolate flavour, while the gold typography of the logo denotes the brand’s premium status. A key decision was to shift the word ‘organic’ to the bottom of the logo, making the product’s organic status a supporting differentiator rather than its lead message.
The Results
Sales at the end of 2005 had risen to £30million and are on target to exceed £40million (Euro 59million) in 2006. That’s a staggering growth of 789%. Green & Black’s is now the fastest growing confectionery brand in the UK (with annual growth of 61% in a sector growing at a rate of 1.8%) and now commands 7.4% market share. Cadbury Schweppes, which had been a 5% shareholder in the business since 2002, wholly acquired the Green & Black’s brand in May 2005 for around £25million (Euro 37million). The brand’s presence in supermarkets has been extended: Tesco, for example, now stocks 15 bar variants where once it only stocked three. Green & Black’s has now launched 41 new products, including biscuits, drinks and ice cream.
Judges’ Comments
‘A worthy winner,’ said the judges: ‘The increase in market share is spectacular’. As Andrew Woodward, Marketing Director, John Lewis Partnership said, ‘The highly distinctive identity developed by Green & Black’s has undoubtedly been central to their phenomenal success in recent years’. He added that the effectiveness of the identity on the product packaging was demonstrated by Green & Black’s decision to feature it prominently in its advertising campaigns. ‘The use of simple pack shots in advertising underlines how strongly the identity articulates their proposition and differentiates the brand.’
Category sponsored by
|
 |
