The consultancy overhauled the look and feel of the Müller Corner Yogurt range in November last year, following a 2011 redesign by JKR.
Stephen Bell, creative director of Coley Porter Bell, says, ‘The previous design strategy was based on “brand blocking”. These new designs are intended to let each sub brand breath more with their own identities. Deluxe is more luxurious, Müller Light is fresh and energetic. Amore is more indulgent.’
The Deluxe range comprises four variants: Marc de Champagne, Crème Praline, Coconut Dream and After Dinner Mint.
The consultancy says it looked to reflect the luxury positioning and ingredients through ‘Rich colour coding and sumptuous top of pack photography’.
According to Coley Porter Bell, the new Müllerlight range has been given ‘a more sassy personality’, using high quality ingredient photography to aid identification and communicate the ‘bright, optimistic and vital’ brand personality.
The Amore range, meanwhile, uses a ‘darker more sensuous colour palette’ and ‘suggestive copy’ on-pack, with variant names including ‘you, me, now Mango’.