Opolie is a local and well-known dairy brand, available for purchase in the Vladimirsky region of Russia. The longstanding brand carries a positive perception with consumer groups, and is seen as well-represented. Opolie is a popular brand, often first or second choice in its category. Despite its position as a category leader, it needed to be modernized to emphasize the brand’s specific appeal - its naturalness and locality. It was time for Opolie to undergo a refresh.
The Design Team needed to create an updated packaging design that would strengthen the shelf appeal of Opolie to attract new consumers and increase sales. This new design needed to maintain continuity with the current design, so loyal consumers could still easily recognize it on shelf. The brand’s main attributes—the blue background, logo, ladybug and daisies—were all preserved but updated to increase overall shelf appeal.
We wanted the refreshed Opolie packaging to speak to local consumers in a meaningful way, so we incorporated natural regional elements into the design for a sense of familiarity and desirability. We improved the category color indication, and replaced previously long blocks of text about the brand on the side panels with pictograms and abstracts for easy readability. Now Opolie clearly stands out as the convenient and modern choice to make when consumers shop the dairy aisle.