Creative Agency: Carter Wong
Project Type: Produced, Commercial Work
Client: Nomadic
Location: UK
Packaging Contents: Yogurt and Oats
Packaging Substrate / Materials: Plastic

Integrated design agency Carter Wong was presented with a silver award at the DBA Design Effectiveness Awards for its transformational repositioning of NOMADIC Oat Clusters. The ceremony at The Brewery in the City of London celebrates the very best design projects that have had a tangible impact on commercial businesses.

Moving with the times
The original breakfast-on-the-go brand, Rumblers (now NOMADIC Oat Clusters) was launched in 1998 as a combination of milk and cornflakes, rich in flavour and natural goodness. Over time, the brand lost relevance with its core consumer base and, following acquisition of artisan dairy Bio Green Foods in 2011, Irish parent company The Different Dairy Company began to suffer from a complex business model and unfocused product range.

Sarah Turner, Managing Director, Carter Wong says: “The Different Dairy Company came to us with a challenging brief to effectively transform a complex company in need of direction. By responding to the rising consumer demand for convenience food, we injected clarity and wide appeal into the brand, making it relevant to modern lifestyles. The rebrand has revolutionised the company so it’s brilliant to see recognition of this great achievement from the DBA Design Effectiveness Awards.”

The rejuvenation of NOMADIC Oat Clusters – and repositioning of The Different Dairy Company as Nomadic Dairy – enabled the brand to exceed its two core objectives: to increase sales of NOMADIC Oat Clusters; and to establish NOMADIC as a quality food-on-the-go brand.

Clear purpose and commercial relevance
Following the radical transformation of the brand, overall sales of NOMADIC Oat Clusters grew by 54% and volumes increased across supermarket stockists. The rebrand also helped achieve new listings in major multiples in the UK.

This dramatic upturn in demand was a result of a multifaceted brand repositioning within the fiercely competitive yogurt market, giving consumer brand NOMADIC a clear purpose and commercial relevance.

Convenience without compromise
Drawing on the exotic foundations of the Bio Green product (as the number one ethnic dairy brand in Britain) and the convenience format of ‘Rumblers’, the NOMADIC concept delivers a singular brand narrative with relevance to modern lifestyles.

Carter Wong introduced the new name of NOMADIC to combine this sense of the exotic and establish the proposition of food-on-the-go, with the silhouette of a cow as a prominent emblem across the brand range to enhance shelf presence.

Central to the brand positioning was to reassert the quality of the product, richness of flavour and health benefits of the natural ingredients. In moving away from the ‘Rumblers’ breakfast proposition, NOMADIC was established as a food-on-the-go, broadening the target market from ‘breakfast’ to ‘any time of day’.

Internally, a refocused vision and brand was used by the NOMADIC team, increasing a sense of brand ownership across the employee base and improving culture and commercial performance. As a result, the team has since expanded with a series of high quality new recruits, drawn to NOMADIC by its brand narrative.

via Packaging of the World – Creative Package Design Gallery