Although there are different names in different countries, Unilever often enforces a cohesive International packaging design, where only the name changes. A few months ago, a new common design for the high-fat margarines started appearing. Created by Design Bridge in London, the new packaging features hand-drawn flowers on a sunny meadow with new typography.
|The new Rama logo.|
Unilever's internal name for this product category happens to be "Family Goodness", and the brand is clearly aimed at families. The brand vision is "Growing Great Kids", suggesting that Unilever wants to stress the importance of high-fat margarine for growing children.
"Our hand-drawn flowers in a sunny meadow present a deceptively simple visual identity that has grown from a strong brand strategy. The new branding talks to all parents using cross-cultural visual language and symbolism. It communicates growth and health in a universally engaging way. It conveys warm, sunny optimism and inspires trust. It is also easily applied to any packaging format and detailed brand guidelines guarantee that promotional items, literature and print conform to a unified visual identity and a common brand positioning – anywhere in the world." - Design Bridge case study
|Packaging, before and after. (It seems the South-African Rama packaging has sneaked in here instead of the old German one.)|
The new design has been around at least since early April, when it was covered by the German design blog Designtagebuch, and I remember seeing it in stores around then. At that point, the new look had been introduced for Rama in the German-speaking countries, Blue Band in the Netherlands and Planta in Belgium. A quick look around local Unilever websites suggests that the new design hasn't yet been introduced in any other markets.
|Previous Rama logo.|
|Previous Blue Band logo.|
|Previous Planta logo.|
|Closeup on Rama packaging.|
The following rundown of Unilever's high-fat margarine brands worldwide should give you some scope of the staggering numbers of brand names and visual identities:
In the high-fat category, the latest European packaging design was introduced in 2006 and featured a lightburst and lots of silhouettes of healthy active people. It was used for, among others, Rama in Central Europe, Planta in Belgium, Tulipán in Spain, Planta in Portugal, Sana in Turkey, Milda in Sweden and Flora in Finland. Many brands in this category did however opt out of this common design, including Blue Band in the Netherlands, Rama in Germany, Planta Fin in France, Stork in the United Kingdom, Rama in South Africa and Vitam in Greece.
Furthermore, the Latin American high-fat margarines have a common design with a "hand-drawn" rising sun. Brand names using this design include Mirasol in El Salvador and Guatemala, La Perfecta in Panama, Doriana in Uruguay, Dorina in Chile, Primavera in Mexico and Bonella in Ecuador. In North America there's Imperial in Canada and County Crock in United States.
Design Bridge (archive)