Helios has since 1969 provided organic and environmentally friendly
products to the Norwegian market. The products have traditionally been
sold purely through specialty shops for organic products. Now the Helios
brand is being launched to the people.
Uniform won the pitch to reposition the Helios
eco-brand last year. The challenge was to transform the Helios brand
from being a brand just for the typical eco-consumer, to become a brand
for the regular retail customer.
Uniform has developed a new brand-positioning platform and redesigned
the identity and packaging of over 100 varieties. The feedback from the
supermarket chains has exceeded all expectations.
In the design process it was important to retain the historical
foundation. Helios has a unique position and credibility in the eco
segment with many loyal customers. The past few years, new players have
entered the market, but not many producers have an equally strong
history as Helios.
Through focus groups, it became clear that the name Helios had the
highest recognition and was thus the most important item to keep. This
gave the project freedom to rethink other aspects of the identity.
Uniform redesigned the logo and gave it a prominent place on all
packages in order to create a strong recognition in a chaotic grocery
store. The logo underpins the importance of the name Helios – the sun
god. As the packages will be placed next to well known brands it is
important that Helios is evident in the shelves. With a strong and clear
logo on all packages we created easy recognition across all product
groups.
Different hand-drawn patterns were developed for all product lines. The
patterns are based on the shape of a seed, giving associations to leaves
and seeds, which supports Helios´ core values of care and naturalness.
In addition fresh colors give the packages a modern look.
Common for all the products from Helios is the strong focus on
ingredients and flavors. To underpin this, the ingredients will be
visible in the packages where possible. Helios puts great efforts into
high standards on the raw materials of their products. Together with
their long history, this provides confidence and credibility with the
customer. It was essential that this very focus and concern on quality
was easily recognizable in the package designs.
via
Lovely Package
