If you’ve got a great story to tell – milk it. five:am was born in 2011 thanks to the vision of a guy called David Prior who had a dream of creating a truly organic, delicious, ‘farmers market’ style yoghurt – and making it available to everyone, everywhere. The brand was one of the most successful entrants into the food industry of the past decade – so much so, it was bought by PZ Cussons in 2014. They saw the opportunity to nurture what had made the brand a success, but build on that to make it available to even more people everywhere.
Our brand and packaging evolution needed to respect current visual equities, but develop them in such a way that gave them greater relevance in a category that had changed a lot since 2011. Freshness and the visual communication of dawn were achieved with the addition of a rising sun, weathered timber panels were lightened, dew was added to fresh green grass and more transparency was added to the tubs to see even more yoghurt deliciousness. This in combination with an optimisation of information hierarchy, building ‘Organic’ into the brand name will have five:am shining for many more years to come. www.fiveam.com.au
A brand evolution that will continue to shine for years.