Did you know Black Swan was born in the South Melbourne Market in 1985? Nor did we, until we undertook a brand strategy to help our client find a distinctive narrative to differentiate itself in the crowded dairy cabinet. The first challenge was to reinvent Black Swan Greek Yoghurt, which faced deletion, and reinvent this with a new brand narrative and look that linked to the brand’s heritage born in the markets.
Black Swan, originally a Greek family business with a passion for bold flavours and experimentation, is at the heart of the new brand narrative. Tradition was important, but our focus was on how traditional recipes and flavours could be enhanced and reimagined to create an exciting new chapter for the brand.
The new Black Swan Greek Yoghurt range features a quirky and fun approach to the category. It’s differentiated from competitors by avoiding typical Greek semiotics and applying a bold colour palette, bespoke typography and market-fresh illustrations for the range by Sydney illustrator Stuart McLachlan. The result is a refreshed look with a new and exciting brand language, ripe for expansion into other Black Swan categories.
Following the success of the yoghurt refresh, Black Swan’s parent company Monde Nissin engaged Fluid to consider how the new yoghurt brand narrative and semiotics could be carried across into the dips category. The challenge here that was Black Swan was a leading brand in dips, and the yoghurt look was a radical departure from the current pack semiotics. We set about realigning the packaging visual language to fit with the brand’s new strategy, to reposition the brand around authenticity.
By creating packaging design and a new master brand mark that reflected the craft and personality of the range, Fluid leveraged Black Swan’s story as a pioneering family business at South Melbourne Market to launch a new range of premium dips. We created a unique look for each range, including Crafted, Classic and Skinny dips, and new products such as ready-to-eat meals, soups and risottos, with more new products in the pipeline.
The results of our packaging redesign work speak for themselves. Black Swan hit the #1 dip brand spot in Coles in 2017, and also achieved the highest household penetration of dip brands, at 24%. Black Swan has come a long way since its humble beginnings at the South Melbourne Market, now being one of the most loved dip brands in Australia.
Recognising distinctive design
Black Swan Yoghurt is a finalist at the 2016 AGDA Awards. The result was so compelling that it was recognised amongst some of best work in Australia in the Alcoholic Beverage – Commercial Award Category