Optima

New branding makes Optima distinctive

Our client, Kruszwica S.A., is a leading Polish company and one of Europe’s largest processor of oilseeds and manufacturer of vegetable fats. Its distinctive products, such as oil, margarine and, most recently, Wawrzyniec vegetable spreads have made their way to all households in Poland. The Optima brand belongs to the category of functional foods. It contains an active ingredient (plant sterols) which reduces cholesterol concentration in blood. By refreshing and modernising the brand, the manufacturer aspired to attract new customer groups: younger people with proactive health attitudes, who believe that taking good care of themselves is part of a lifestyle.

To strengthen the brand and emphasise its area of specialisation, we designed new communication and packaging designs. We have also used a certain distinctive element in order to make Optima Cardio standout from competitors.

A healthy heart

We focused on making sure that the new pack designs are effective and intelligible. The new Optima has gained strong and consistent branding across all variants, based on the heart icon, which clearly implies a beneficial health effect.

The distinctive symbol emphasised on the packaging now distinguishes Optima from its competitors on the shelves and, ina way, begins to ‘own’ the heart icon in product communication within the category.This is a carefully designed move, giving a strategic edge to our client.

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rebranding
strategy
package design

A successful brand redesign

The refreshed Optima was launched towards the end of 2019 and the changes were positively assessed by shoppers. The successful redesign gave an energy boost to Optima Cardio and helped customers to get a better understanding of its health-supporting properties. As a result, the brand reinforced its position in the market of functional margarine, worth PLN 120 million annually.

A successful brand redesign

The refreshed Optima was launched towards the end of 2019 and the changes were positively assessed by shoppers. The successful redesign gave an energy boost to Optima Cardio and helped customers to get a better understanding of its health-supporting properties. As a result, the brand reinforced its position in the market of functional margarine, worth PLN 120 million annually.

A successful brand redesign

The refreshed Optima was launched towards the end of 2019 and the changes were positively assessed by shoppers. The successful redesign gave an energy boost to Optima Cardio and helped customers to get a better understanding of its health-supporting properties. As a result, the brand reinforced its position in the market of functional margarine, worth PLN 120 million annually.

A successful brand redesign

The refreshed Optima was launched towards the end of 2019 and the changes were positively assessed by shoppers. The successful redesign gave an energy boost to Optima Cardio and helped customers to get a better understanding of its health-supporting properties. As a result, the brand reinforced its position in the market of functional margarine, worth PLN 120 million annually.

A successful brand redesign

The refreshed Optima was launched towards the end of 2019 and the changes were positively assessed by shoppers. The successful redesign gave an energy boost to Optima Cardio and helped customers to get a better understanding of its health-supporting properties. As a result, the brand reinforced its position in the market of functional margarine, worth PLN 120 million annually.

A successful brand redesign

The refreshed Optima was launched towards the end of 2019 and the changes were positively assessed by shoppers. The successful redesign gave an energy boost to Optima Cardio and helped customers to get a better understanding of its health-supporting properties. As a result, the brand reinforced its position in the market of functional margarine, worth PLN 120 million annually.

A successful brand redesign

The refreshed Optima was launched towards the end of 2019 and the changes were positively assessed by shoppers. The successful redesign gave an energy boost to Optima Cardio and helped customers to get a better understanding of its health-supporting properties. As a result, the brand reinforced its position in the market of functional margarine, worth PLN 120 million annually.

A successful brand redesign

The refreshed Optima was launched towards the end of 2019 and the changes were positively assessed by shoppers. The successful redesign gave an energy boost to Optima Cardio and helped customers to get a better understanding of its health-supporting properties. As a result, the brand reinforced its position in the market of functional margarine, worth PLN 120 million annually.

A successful brand redesign

The refreshed Optima was launched towards the end of 2019 and the changes were positively assessed by shoppers. The successful redesign gave an energy boost to Optima Cardio and helped customers to get a better understanding of its health-supporting properties. As a result, the brand reinforced its position in the market of functional margarine, worth PLN 120 million annually.

Optimal intelligibility

We have also reorganised the Optima range to make sure that shoppers will notice the respective functions at first glance, just by looking at the shelf. Before the change, different types of margarine were defined by their added ingredients but it was difficult for consumers to figure out the specific benefits of Optima DHA and D+K. Hence the new names: Neuro and Osteo respectively.

The refreshed Optima portfolio haseasy-to-remember names, all distinguished by the characteristic palette ofcolours:

  • Optima Cardio – effectively reduces cholesterol levels.
  • Optima Neuro – supports the brain and vision.
  • Optima Osteo – supports strong bones.
  • Optima Omega 3 – helps to keep your heart in good shape.
  • Optima Cardio + Potassium – reduces cholesterol levels and helps to maintain a healthy blood pressure.

Optimal intelligibility

We have also reorganised the Optima range to make sure that shoppers will notice the respective functions at first glance, just by looking at the shelf. Before the change, different types of margarine were defined by their added ingredients but it was difficult for consumers to figure out the specific benefits of Optima DHA and D+K. Hence the new names: Neuro and Osteo respectively.

The refreshed Optima portfolio haseasy-to-remember names, all distinguished by the characteristic palette ofcolours:

  • Optima Cardio – effectively reduces cholesterol levels.
  • Optima Neuro – supports the brain and vision.
  • Optima Osteo – supports strong bones.
  • Optima Omega 3 – helps to keep your heart in good shape.
  • Optima Cardio + Potassium – reduces cholesterol levels and helps to maintain a healthy blood pressure.

Optimal intelligibility

We have also reorganised the Optima range to make sure that shoppers will notice the respective functions at first glance, just by looking at the shelf. Before the change, different types of margarine were defined by their added ingredients but it was difficult for consumers to figure out the specific benefits of Optima DHA and D+K. Hence the new names: Neuro and Osteo respectively.

The refreshed Optima portfolio haseasy-to-remember names, all distinguished by the characteristic palette ofcolours:

  • Optima Cardio – effectively reduces cholesterol levels.
  • Optima Neuro – supports the brain and vision.
  • Optima Osteo – supports strong bones.
  • Optima Omega 3 – helps to keep your heart in good shape.
  • Optima Cardio + Potassium – reduces cholesterol levels and helps to maintain a healthy blood pressure.

Optimal intelligibility

We have also reorganised the Optima range to make sure that shoppers will notice the respective functions at first glance, just by looking at the shelf. Before the change, different types of margarine were defined by their added ingredients but it was difficult for consumers to figure out the specific benefits of Optima DHA and D+K. Hence the new names: Neuro and Osteo respectively.

The refreshed Optima portfolio haseasy-to-remember names, all distinguished by the characteristic palette ofcolours:

  • Optima Cardio – effectively reduces cholesterol levels.
  • Optima Neuro – supports the brain and vision.
  • Optima Osteo – supports strong bones.
  • Optima Omega 3 – helps to keep your heart in good shape.
  • Optima Cardio + Potassium – reduces cholesterol levels and helps to maintain a healthy blood pressure.

Optimal intelligibility

We have also reorganised the Optima range to make sure that shoppers will notice the respective functions at first glance, just by looking at the shelf. Before the change, different types of margarine were defined by their added ingredients but it was difficult for consumers to figure out the specific benefits of Optima DHA and D+K. Hence the new names: Neuro and Osteo respectively.

The refreshed Optima portfolio haseasy-to-remember names, all distinguished by the characteristic palette ofcolours:

  • Optima Cardio – effectively reduces cholesterol levels.
  • Optima Neuro – supports the brain and vision.
  • Optima Osteo – supports strong bones.
  • Optima Omega 3 – helps to keep your heart in good shape.
  • Optima Cardio + Potassium – reduces cholesterol levels and helps to maintain a healthy blood pressure.

Optimal intelligibility

We have also reorganised the Optima range to make sure that shoppers will notice the respective functions at first glance, just by looking at the shelf. Before the change, different types of margarine were defined by their added ingredients but it was difficult for consumers to figure out the specific benefits of Optima DHA and D+K. Hence the new names: Neuro and Osteo respectively.

The refreshed Optima portfolio haseasy-to-remember names, all distinguished by the characteristic palette ofcolours:

  • Optima Cardio – effectively reduces cholesterol levels.
  • Optima Neuro – supports the brain and vision.
  • Optima Osteo – supports strong bones.
  • Optima Omega 3 – helps to keep your heart in good shape.
  • Optima Cardio + Potassium – reduces cholesterol levels and helps to maintain a healthy blood pressure.

Optimal intelligibility

We have also reorganised the Optima range to make sure that shoppers will notice the respective functions at first glance, just by looking at the shelf. Before the change, different types of margarine were defined by their added ingredients but it was difficult for consumers to figure out the specific benefits of Optima DHA and D+K. Hence the new names: Neuro and Osteo respectively.

The refreshed Optima portfolio haseasy-to-remember names, all distinguished by the characteristic palette ofcolours:

  • Optima Cardio – effectively reduces cholesterol levels.
  • Optima Neuro – supports the brain and vision.
  • Optima Osteo – supports strong bones.
  • Optima Omega 3 – helps to keep your heart in good shape.
  • Optima Cardio + Potassium – reduces cholesterol levels and helps to maintain a healthy blood pressure.

Optimal intelligibility

We have also reorganised the Optima range to make sure that shoppers will notice the respective functions at first glance, just by looking at the shelf. Before the change, different types of margarine were defined by their added ingredients but it was difficult for consumers to figure out the specific benefits of Optima DHA and D+K. Hence the new names: Neuro and Osteo respectively.

The refreshed Optima portfolio haseasy-to-remember names, all distinguished by the characteristic palette ofcolours:

  • Optima Cardio – effectively reduces cholesterol levels.
  • Optima Neuro – supports the brain and vision.
  • Optima Osteo – supports strong bones.
  • Optima Omega 3 – helps to keep your heart in good shape.
  • Optima Cardio + Potassium – reduces cholesterol levels and helps to maintain a healthy blood pressure.

Optimal intelligibility

We have also reorganised the Optima range to make sure that shoppers will notice the respective functions at first glance, just by looking at the shelf. Before the change, different types of margarine were defined by their added ingredients but it was difficult for consumers to figure out the specific benefits of Optima DHA and D+K. Hence the new names: Neuro and Osteo respectively.

The refreshed Optima portfolio haseasy-to-remember names, all distinguished by the characteristic palette ofcolours:

  • Optima Cardio – effectively reduces cholesterol levels.
  • Optima Neuro – supports the brain and vision.
  • Optima Osteo – supports strong bones.
  • Optima Omega 3 – helps to keep your heart in good shape.
  • Optima Cardio + Potassium – reduces cholesterol levels and helps to maintain a healthy blood pressure.

A heart for the planet

In line with the global policy pursued by Bunge, Kruszwica S.A. enhanced the sustainability of its packages as part of the package redesign project:

  • packages contain 30% less plastic,
  • 53% of the tub is made from recycled material,
  • 100% of the packaging is recyclable and reusable.

All one needs to do is to remove the paper label and dispose each element of the package into the plastic and papercontainers respectively.

A heart for the planet

In line with the global policy pursued by Bunge, Kruszwica S.A. enhanced the sustainability of its packages as part of the package redesign project:

  • packages contain 30% less plastic,
  • 53% of the tub is made from recycled material,
  • 100% of the packaging is recyclable and reusable.

All one needs to do is to remove the paper label and dispose each element of the package into the plastic and papercontainers respectively.

A heart for the planet

In line with the global policy pursued by Bunge, Kruszwica S.A. enhanced the sustainability of its packages as part of the package redesign project:

  • packages contain 30% less plastic,
  • 53% of the tub is made from recycled material,
  • 100% of the packaging is recyclable and reusable.

All one needs to do is to remove the paper label and dispose each element of the package into the plastic and papercontainers respectively.

A heart for the planet

In line with the global policy pursued by Bunge, Kruszwica S.A. enhanced the sustainability of its packages as part of the package redesign project:

  • packages contain 30% less plastic,
  • 53% of the tub is made from recycled material,
  • 100% of the packaging is recyclable and reusable.

All one needs to do is to remove the paper label and dispose each element of the package into the plastic and papercontainers respectively.

A heart for the planet

In line with the global policy pursued by Bunge, Kruszwica S.A. enhanced the sustainability of its packages as part of the package redesign project:

  • packages contain 30% less plastic,
  • 53% of the tub is made from recycled material,
  • 100% of the packaging is recyclable and reusable.

All one needs to do is to remove the paper label and dispose each element of the package into the plastic and papercontainers respectively.

A heart for the planet

In line with the global policy pursued by Bunge, Kruszwica S.A. enhanced the sustainability of its packages as part of the package redesign project:

  • packages contain 30% less plastic,
  • 53% of the tub is made from recycled material,
  • 100% of the packaging is recyclable and reusable.

All one needs to do is to remove the paper label and dispose each element of the package into the plastic and papercontainers respectively.

A heart for the planet

In line with the global policy pursued by Bunge, Kruszwica S.A. enhanced the sustainability of its packages as part of the package redesign project:

  • packages contain 30% less plastic,
  • 53% of the tub is made from recycled material,
  • 100% of the packaging is recyclable and reusable.

All one needs to do is to remove the paper label and dispose each element of the package into the plastic and papercontainers respectively.

A heart for the planet

In line with the global policy pursued by Bunge, Kruszwica S.A. enhanced the sustainability of its packages as part of the package redesign project:

  • packages contain 30% less plastic,
  • 53% of the tub is made from recycled material,
  • 100% of the packaging is recyclable and reusable.

All one needs to do is to remove the paper label and dispose each element of the package into the plastic and papercontainers respectively.

A heart for the planet

In line with the global policy pursued by Bunge, Kruszwica S.A. enhanced the sustainability of its packages as part of the package redesign project:

  • packages contain 30% less plastic,
  • 53% of the tub is made from recycled material,
  • 100% of the packaging is recyclable and reusable.

All one needs to do is to remove the paper label and dispose each element of the package into the plastic and papercontainers respectively.

Thanks to our cooperation with Touchideas, we did more than just launching updated pack designs. Now, customers can have a better understanding of the benefits offered by Optima. Our brand is among the most recognised players in the category

Katarzyna Marczewska,
brand manager Optima Cardio

Thanks to our cooperation with Touchideas, we did more than just launching updated pack designs. Now, customers can have a better understanding of the benefits offered by Optima. Our brand is among the most recognised players in the category

Katarzyna Marczewska,
brand manager Optima Cardio

Thanks to our cooperation with Touchideas, we did more than just launching updated pack designs. Now, customers can have a better understanding of the benefits offered by Optima. Our brand is among the most recognised players in the category

Katarzyna Marczewska,
brand manager Optima Cardio

Thanks to our cooperation with Touchideas, we did more than just launching updated pack designs. Now, customers can have a better understanding of the benefits offered by Optima. Our brand is among the most recognised players in the category

Katarzyna Marczewska,
brand manager Optima Cardio

Thanks to our cooperation with Touchideas, we did more than just launching updated pack designs. Now, customers can have a better understanding of the benefits offered by Optima. Our brand is among the most recognised players in the category

Katarzyna Marczewska,
brand manager Optima Cardio

Thanks to our cooperation with Touchideas, we did more than just launching updated pack designs. Now, customers can have a better understanding of the benefits offered by Optima. Our brand is among the most recognised players in the category

Katarzyna Marczewska,
brand manager Optima Cardio

Thanks to our cooperation with Touchideas, we did more than just launching updated pack designs. Now, customers can have a better understanding of the benefits offered by Optima. Our brand is among the most recognised players in the category

Katarzyna Marczewska,
brand manager Optima Cardio

Thanks to our cooperation with Touchideas, we did more than just launching updated pack designs. Now, customers can have a better understanding of the benefits offered by Optima. Our brand is among the most recognised players in the category

Katarzyna Marczewska,
brand manager Optima Cardio

Thanks to our cooperation with Touchideas, we did more than just launching updated pack designs. Now, customers can have a better understanding of the benefits offered by Optima. Our brand is among the most recognised players in the category

Katarzyna Marczewska,
brand manager Optima Cardio

Finuu

better than

butter

Jurajska

Out of Jura’s rocks

Wawrzyniec

artist

in the

kitchen

Łomża

small

brewery

big beer