Clover redesigns amid backdrop of 'intense price competition and reduced consumption' in category

Clover redesigns amid backdrop of 'intense price competition and reduced consumption' in category

Margarine spread brand Clover is rolling out a new brand identity and pack design that plays on the naturalness of its ingredients to counter the falling sales in the spreads category.

Price competition and reduced consumption has affected spread brands, and Clover wanted to build a more compelling brand story to make sure consumers noticed it on shelf.

The Dairy Crest-owned brand worked with BrandOpus on the new look, and the agency was briefed to 'reflect a celebration of naturalness and togetherness'.

The meadow design on the pack has been added to give cues to nature, as well as Clover's lack of artificial ingredients.

“Our ambition with the new packaging was to disrupt at shelf in order to get Clover noticed more and drive penetration by allowing more consumers to choose our brand," said Neil Stewart, marketing manager of Dairy Crest. "BrandOpus understood our brief from the outset and have delivered a design solution that manages to reflect all that we feel is unique and appealing about our brand.”

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