Black Swan

Tradition reimagined

Branding & Packaging
FMCG

Brief

Develop a masterbrand strategy that embraces Black Swan’s incredible back-story and value, then design packaging to bring this brand to life within the Greek Yoghurt category. 

Solution

The iconic Black Swan brand has built strong awareness since beginning more than 35 years ago in Victoria’s South Melbourne Market. Together with Monde Nissin and their marketing research agency, we co-created a brand strategy to forge an exciting and engaging path forward for Black Swan, based on the essence of tradition reimagined. An illustrative storytelling design, brought to life by one of our favourite illustrators, embraces and fleshes out the brand truth –Black Swan’s birth as a Greek family business in suburban Melbourne. Throughout the development, we were driven by a concerted effort to disrupt what has become an otherwise homogeneous category.

Outcome

Our novel designs caused great interest in Coles and Woolworths supermarkets and have successfully disrupted the category on shelf, providing strong brand blocking and brand name association through the new masterbrand design.