Work Archive - Page 2 of 12 - Brand Culture Network

TCS

Digital

Digital Experiential Journey

Shopping Thats Click

The First E-Marketplace

TCS wanted to revolutionize how people & businesses do shopping/retail in Pakistan and needed the right partners.
Media Idee and our network branding agency Creativecom was hired as strategic, creative & digital partner to launch the E-commerce business of TCS.

We have worked on Marcom’s Branding strategy by deriving Brand Nomenclature, Brand Identity, Brand Imagery, and Creative & Communications platforms.

We have suggested the platform of ‘Empowerment’ with the brand promise “Shopping that Click,” whereby the consumer controls the shopping experience.

The visual executions based on the empowerment platform showed people in control due to shopping from TCS Connect. TCS Connect offered a deal of 10% cash back to support the launch.

We have developed full-fledged 360 marketing campaigns for the launch. We are working on follow-up digital and social campaigns to promote the e-commerce business, from increasing the traffic on the website to generating sales and creating consumer engagement and experiential digital journey.

For the first time, the trend of seasonal and occasional sales festivals was introduced on digital platforms in Pakistan by TCS Connects, which other eCommerce players later followed.

Deliverables:

Branding & Strategy

Brand Nomenclature

Brand Identity & Stationary

Brand Styling Guide

Brand Imagery & Voice

Communication Strategy

Brand Capsule

Creative

Creative Platform

Ideation & Storytelling

Art Direction & Imagery

Copy & Content Writing

Marketing & Sales Kits

Brochure

Key Visuals

Digital & Social Campaigns

Seasonal Campaigns

Promotional Campaigns

Thematic Print Ads & OOH

Digital

Web Design

User Experience

User Interface Design

Art Direction

Digital Marketing

Digital & Social Marketing

Email Marketing

TCS Connect-Advertising and Promotion

DIGITAL AND SOCIAL

TCS Connect-Weekend Hot Deals

DIGITAL AND SOCIAL

Generate sales by dropping the prices on a basket of goods every weekend, this is the premise behind the weekend hot deals. The campaign is running successfully and has become a feature that fans wait for with anticipation.
The weekly hot deals have increased TCS Connect’s customer base as well as its Facebook fans have grown.

TCS Connect – Dedicated to Mom

DIGITAL AND SOCIAL

Mother’s Day is a universal holiday and Media Idee decided to use it as a platform to engage the Facebook fans of TCS Connect. Choosing an emotional approach, we decided to create a competition where the fans would send in their entries in the form of both a story and a picture expressing their love and pay tribute to their moms. The campaign engaged the fan base and created equity for the brand.

TCS Connect-Eid Festival 2013

DIGITAL AND SOCIAL

TCS Connect- Winter Wonderland

DIGITAL AND SOCIAL

TCS Connect-Samsung Galaxy S4

DIGITAL AND SOCIAL

In order to launch the most awaited smartphone of the year on TCS Connect we created a campaign that focused on the S4’s amazing features.
The campaign included Facebook posts as well as display ads on various sites with a high visit rate for the target audience

TCS Connect-7 Days of Gift Ideas

DIGITAL AND SOCIAL

Mother’s day means two things emotion and commercialism, this campaign linked both, a basket of various products were created that included all the brands that a mother could wish for earrings, perfume, rings and more. The fans were encouraged to buy from the gifts and win the chance to get a voucher.

TCS Connect-Cinderjutt

DIGITAL AND SOCIAL

In order to promote the play Cinderjutt, we organised a competition where the fans had to answer questions related to the characters and the play’s plot. This contest not only generated awareness about the play but created a high level of interest and engagement with fans competing to win passes.

TCS Connect-Hero Bakra Contest

DIGITAL AND SOCIAL

To associate ourselves with Eid, we launched a Hero Bakra competition where the objective was to send a picture of your Bakra in a heroic pose. This 1 week competition, generated over 20,000 likes for TCS Connect, 1.2 million people were reached during the campaign, including over 340,000 due to the virality of the campaign.
240 entries were submitted and voted on and generated positive sentiment for the brand throughout the blogosphere.

TCS Connect - Trick or Treat

DIGITAL AND SOCIAL

Halloween

We were pioneers in associating a local brand with international events such as Halloween. Taking a cue from the popular “Trick or treat” game, we developed an app which when users would click would either treat them with a discount or ‘scare’ them.
The game proved to be very popular with over 6,000 likes generated in a span of just 5 hours. 350,000 people were reached and over 2,000 played the game.
The game also had a direct effect on sales with the till then highest single day traffic and sales due to voucher redemption

TCS Connect - Laddoo Bites Social Campaign

DIGITAL AND SOCIAL

To associate TCS Connect with the Shaadi season, the Laddoo Bites campaign was developed. The objective was to curate the most interesting stories from our fans, no matter what relationship they had to the bride or groom – cousins, sisters, in laws, fathers, mother’s could all participate in the campaign and give their unique perspective to the wedding.
For the first time in Pakistan, regional languages were used to derive affinity to the brand, with stories being accepted in six different languages including Seraiki, Punjabi, Pashto, Sindhi, Baluchi as well as English and Urdu. The language on the page was changed from just English to all languages and Moderators replied in the language of the communicator.
Within just 5 days of the 10 day campaign, fans had grown by 8,000, reach had exceeded 600,000 and over 150 entries were received all organically.
We created variations of the campaign insignia to reflect the nature of the story submitted. Happy laddoo characters for a funny story, sad ones for an embarrassing one.
See the full campaign and stories at: https://www.facebook.com/media/set/?set=a.402891166449864.92352.162589387146711&type=3

TCS Connect-Eid Festival 2012

DIGITAL AND SOCIAL

For the first time ever in the history of Pakistan, TCS Connect developed the concept of having online deals with a limited time of one day i.e. 24 hours.

TCS Connect-Azadi Offer-14/14/14

DIGITAL AND SOCIAL

Mediaidee devised a campaign to celebrate Pakistan’s Independence day 2012, based on offering 14 Samsung Galaxy S3 phones at 14% discount.
The offer which was valid for the 14th of August only was hugely successful. Even to today, people remember the S3 deal and many have asked for a similar deal on other popular phones.

ICI Dulux

CREATIVE

Perception Reshaping Relaunch Campaign

Reimagining Premium Paint as a Cultural Statement

High Art Inspirations/strong>

Though ICI Dulux Pentalite Classic had strong global equity and a quality product, its presence in Pakistan’s premium paint category struggled to inspire brand love. The higher price point, combined with a lack of emotional storytelling, limited resonance with affluent Pakistani consumers.

It was positioned as premium — but didn’t yet feel personal.

The brand needed to be humanized — not just seen as a paint, but as a creative medium through which people express identity, taste, and aspiration. It needed to inspire action by making luxury living emotionally meaningful and culturally relevant.

Brand Purpose & Cultural Strategy

Elevating Everyday Spaces into Personal Masterpieces

Using our proprietary Brand Culture Hive™ Toolkit, we unearthed a key insight: for Pakistan’s style-conscious upper class, a home is more than a shelter — it’s a canvas of taste, legacy, and self-expression.

This led us to define a new brand purpose: To transform living spaces into timeless masterpieces that reflect the soul of their residents.

Elevating Everyday Spaces into Personal Masterpieces

Our cultural strategy, “My Home Is a Classic,” recast paint not as decoration, but as personal expression — positioning ICI Dulux as a lifestyle enabler for those who see their home as an extension of their identity.

Through this, we humanized the brand — allowing it to emotionally connect with homeowners, inspiring them to turn walls into expressions of elegance, culture, and creativity.

Brand Voice

Artful Sophistication

We crafted a brand voice rich in inspiration — poised, elegant, and expressive — reflecting the refined taste of our target audience.

It spoke not in product specs, but in visual poetry — creating a narrative where ICI Dulux wasn’t selling paint, but empowering people to paint their lives with purpose.

Deliverables:

Brand Strategy

Brand Positioning Statement

Brand ID & Seed

Communication Strategy

Creative

Perception Reshaping

Creative Platform

Ideation & Storytelling

TV Concept & Storyboard

Copy & Content Writing

Key Visuals

Print Ads & OOH

Production Management

Production Supervision

Celebrity Management

Still Photography

Storytelling & Ideation

From Walls to Galleries — Making Homes a Canvas

To bring the strategy to life, we partnered with Pakistan’s iconic artist Gulgee as the symbol of this transformation. His legacy of abstract art served as the perfect metaphor: like art, a home should reflect the inner life of those who live in it.

The campaign transformed interiors into living galleries — visual spaces filled not just with color, but character.

Through stylized storytelling, we showed that choosing Dulux was not about covering walls — it was about uncovering personality. Each home was reimagined as a soulful space, reflecting its owner’s classic taste.

From mood boards to final visuals, everything celebrated art, emotion, and timeless sophistication.

Won The Best Global Campaign Award

Results & Recognition

4x Growth in Sales
Significant Market Share Growth in Premium Segment
Named “Best Campaign of the Year” in ICI’s Global Portfolio

Conclusion

Humanizing a Brand. Inspiring Self-Expression. Creating Cultural Impact.

The ICI Dulux transformation was not a product repositioning — it was a redefinition of lifestyle through the emotional power of color.

By embedding cultural insight and human-centered storytelling into the brand, we inspired people to act — not just to decorate their homes, but to express themselves through them.

This is how a premium paint brand became a canvas for life — a reflection of elegance, pride, and personal meaning.

Key Visuals: Print, OOH & Branding

iibanks

IIBANKS

WEBSITE DEVELOPMENT, DIGITAL & SOCIAL

Digital Transformation for Global Banking

Bridging Continents with Seamless Online Banking

iibanks stands as a global beacon in the banking sector, with a presence spanning across the North American, Asian, and Middle Eastern markets. With a vision to transform lives and businesses through innovative banking solutions, iibanks collaborated with MI Worldwide to elevate its digital presence.

Our journey with iibanks was centered around creating a digital platform that not only showcases their vast banking services but also resonates with their core values and commitment to sustainability.

Furthermore, the website serves as a hub for their diverse banking sectors, including East Africa, West Africa, and the Caribbean, ensuring that clients from different regions can access tailored banking solutions seamlessly.

The Outcome: A digital platform that truly encapsulates the essence of iibanks, positioning them as a leader in corporate, investment, and financial banking services, and emphasizing their dedication to transforming lives through innovative banking solutions.

SERVICES:

Brand Strategy

Creative Direction

Branding & Design

Brand Nomenclature

Identity, Logo & Stationary

Brand Styling Guide

Brand Imagery & Voice

Brand Capsule

Label & Packaging

Sales & Promotional Kits

Seasonal Catalogues

Merchandising

Retail Branding

Advertising Campaign

E-Commerce Platform

Website Design

UI & UX Design

Website Development

Responsive Website Design

Content Management Systems

Copy & Content

Digital Marketing

Social Media Marketing

Digital Marketing Campaigns

Social Assets Management

Website

FRESH UP

CREATIVE

Perception Reshaping & Imagery

Repositioning a Legacy Brand for a Youthful Generation

Freshness Redefined

Fresh Up had been present in the market for over a decade but struggled to carve out a distinctive brand identity. Previous campaigns either targeted the wrong audience—such as children who didn’t typically consume center-filled bubble gum—or leaned on disjointed sensuality-based youth marketing that confused the brand narrative.

As a result, brand recall remained low and sales stagnated, despite consistent visibility.

Brand Purpose. Cultural Strategy. Brand Voice

We uncovered a critical cultural tension: despite being in the market for more than a decade, Fresh Up lacked a humanized identity that emotionally connected with or inspired its audience. It existed as a product — not as a purpose-driven brand.

Leveraging our proprietary Brand Culture Hive Toolkit™, we fused cultural insight with brand truth to redefine Fresh Up’s purpose for modern youth — a generation seeking authenticity, bold self-expression, and joy in everyday moments.

The result was the Culture of Freshness — a strategic cultural positioning that elevated Fresh Up from a center-filled bubble gum into a lifestyle catalyst. This new brand culture symbolized spontaneity, confidence, and youthful energy. Fresh Up now embodied a humanized spirit of living refreshingly real — becoming more than a product, but a daily ritual that uplifted the mood and mindset of its consumers

Brand Voice

Refreshingly Real

To align with its new purpose, Fresh Up’s brand voice was redefined to be energetic, unapologetic, and deeply relatable— reflecting the pulse of its young audience.

It wasn’t about telling people to be fresh — it was about letting them feel it. The brand voice was humanized to inspire action, celebrate individuality, and offer a vibrant space where youth could see themselves — confident, spontaneous, and joyfully authentic.

Deliverables:

Brand Strategy

Brand Positioning Statement

Brand ID & Seed

Communication Strategy

Creative

Creative Transformation

Perception Reshaping

Creative Platform

Ideation & Storytelling

TV Concept & Storyboard

Copy & Content Writing

Key Visuals

Print Ads & OOH

Production Management

International Film Production

On-Boarding Filmmaking Teams

Production Design & Plan

Celebrity & Talent

Dancers & Stunts Group

Singer & Music

Rehearsal & Shoot

Still Photography

VFX & Post Production

Storytelling & Ideation

The campaign narrative was a direct extension of the Culture of Freshness — built around unfiltered moments of self-expression, freedom, and joy.
“Life Mein Freshness Aanay Do” became the embodiment of the brand’s new ethos.

From the hip-hop stomp beats to the college-campus setting, every element was a metaphor for liberation, confidence, and breaking free from stale routines. Each frame was crafted to reflect the values we had unearthed: humanized spontaneity, boldness, and freshness — in spirit, not just in taste.

We brought this idea to life through:

Vibrant stomp music fused with upbeat choreography
University-style youth energy and a hip visual identity
Splashes of water to symbolize instant sensory freshness
Cinematic performance representing confidence and release from monotony
A unique visual and sonic identity rooted in the Culture of Freshness

This wasn’t just a campaign — it was a cultural reset, helping the brand own a powerful emotional territory:
freshness isn’t just a flavor — it’s a feeling.

Star Power

Mehwish Hayat – The Face of Freshness

To elevate the brand’s appeal and lend charisma to the new narrative, we brought onboard celebrity film star Mehwish Hayat as the brand ambassador.

Her youthful energy, star appeal, and pan-audience resonance made her the perfect icon to:

Redefine freshness for today’s youth
Bridge aspiration with authenticity
Perform dynamically with the university crowd in a film that signaled the arrival of a new Fresh Up era

Her performance — paired with fresh visuals and sonic design — helped deliver a memorable and ownable brand message:
Bring freshness into your life — the Fresh Up way.

360° Campaign Execution

TVC: High-energy commercials broadcasted across major channels.
Out-of-Home Advertising: Strategically placed billboards and transit ads to maximize visibility.
Campus & Retail Activations: Interactive in-store experiences and point-of-sale materials to engage consumers.

Results

Cultural Ownership & Commercial Breakthrough

What set this transformation apart wasn’t just the media spend or star power — it was the purpose-led cultural realignment. By building a Brand Culture that emotionally resonated and inspired action, Fresh Up didn’t just sell more — it became more. A cultural badge. A lifestyle signal. A market leader.

Tripple the salesin the post-campaign period
Strengthened parent brand Hilal’s overall image
Fresh Up became a multi-billion revenue-generating brand
Achieved #1 market positionin the bubble gum category
Now commands 50% market sharein its category

Conclusion

Fresh Up’s creative transformation demonstrates the power of strategic repositioning backed by cultural insight, storytelling, and the right celebrity influence. From a confused legacy to a dominant youth-first brand, Fresh Up is now synonymous with “freshness” in both lifestyle and market performance.

BTS

Morning Greets

Marketing Campaign

New Product Launch

Morning Greets

Embracing Nature’s Goodness

The third generation of Greek Fields Mills, a trusted name in food commodity trading, sought to transform their business by creating a brand that would bring their quality to consumers directly. Without a marketing background, they turned to Knight Owls to help realize this vision. Owl Studio guided Greek Fields in defining a brand purpose that would resonate with today’s health-conscious consumers, developing a strategy centered on “nurturing mornings with nature’s goodness.” Together, we gave birth to Morning Greets—a brand name and identity that welcome each day with wholesome, natural ingredients.

From creating a holistic marketing and communication strategy to shaping product categories and launch plans, Owl Studio worked closely with Greek Fields Mills, crafting a brand narrative that balances tradition with the innovation needed in today’s market. Launching first with breakfast offerings like cereals, breads, and rusks, Morning Greets embodies a commitment to quality, sustainability, and the power of a great start to each day.

Project Scope

Brand Purpose
Brand Strategy & Positioning
Brand Portfolio & Architecture
Brand Identity & Imagery
Brand Style Guidelines

Logo Creation
Packaging & Label
Messaging & Tone-of-Voice
Brand Concepts & Communications
Brand Tagline

Experiential Designs
Website & E-commerce
Retail Branding & Merchandise
OOH – Signage & Billboard
Marketing Collateral

LOGO / STATIONARY

BREAKFAST PACKAGING

Brand Philosophy

Rooted in the belief that every day is an opportunity to create cherished memories and meaningful connections, we champion the idea that a youthful spirit isn’t bound by age but by the mindset of embracing life’s adventures, challenges, and joys with an open heart.

Brand Identity Development

The brand identity reflects the vibrant, adventurous, and authentic spirit of Youthful Label & Co. Every element, from the logo to the color palette, typography, and imagery, was designed to evoke a sense of adventure, freedom, and youthful enthusiasm.

Logo Concept

The logo embodies Youthful Label & Co.’s essence through a majestic phoenix emblem, symbolizing rebirth and transformation, aligning perfectly with the brand’s philosophy. The sleek black design, modern typography in lowercase letters, and a vibrant yellow circle at the end of “youthful” collectively reflect the brand’s modern, stylish persona and its energetic spirit.

Brand Imagery

We crafted a distinctive brand Imagery depicting the adventurous, playful, and bold spirit of the brand, resonating with the youthful zest for life. This imagery was carried through various branding materials, creating a cohesive and engaging brand narrative, showcasing a range of emotions and experiences that the brand aims to celebrate.

Brand Tagline

The tagline “YOUThFUL.. The Spirit To Live” encapsulates the brand’s essence and philosophy, urging the target audience to embrace life with enthusiasm, authenticity, and a sense of adventure.

Web Design & E-commerce

A user-friendly and visually appealing website and e-commerce platform encapsulate the brand’s ethos, ensuring a seamless shopping experience while aligning with the brand’s youthful and vibrant identity.

Brand Usage Guide

The Brand Usage Guide ensures a cohesive brand presentation across all touchpoints, maintaining consistency with the brand’s core philosophy of embracing life’s adventures with a youthful spirit.

The overall branding derived from retail branding, in-store merchandising, outdoor advertising (OOH), vehicle branding, marketing collaterals, brand ambassador kits, promotional items, digital and social media campaigns, event branding, and point-of-sale materials, among others, ensures that the ethos of youthful enthusiasm and adventurous spirit is seamlessly communicated, creating a strong and recognizable brand identity that resonates with the target audience.

Brand Communications

Working in collaboration with the powerhouse Brand Culture Network, we were able to drive the brand communications and culture, aligning it perfectly with the brand’s purpose and promise. This collaboration enriched the brand’s narrative, ensuring a deeper connection with the target audience and a stronger positioning in the market.

Together, we developed a series of captivating brand communications that were meticulously curated to resonate with the brand’s target audience, evoking a sense of adventure, playfulness, boldness, passion, joy, love, sportiness, and soulfulness but also tell a compelling story of what it means to live life to the fullest with Youthful Label & Co.

BREAKFAST KEY VISUALS

BREAKFAST OUTDOOR

BREAD PACKAGING

BREAD KEY VISUALS

BREAD OUTDOOR

WEBSITE

NATIONAL SQEEZY

CREATIVE

360º Integrated Marketing Campaign

Humanizing Everyday Moments with Simplicity and Joy

Life Karay Easy

National Foods Limited set out to introduce its new top-down squeeze bottle for tomato ketchup — a user-friendly shift from traditional glass packaging.

While functionally superior, the challenge was strategic: how do you communicate ease, safety, and fun in a category long dominated by adult-focused messaging around taste and quality?

The goal was to build relevance among kids — ketchup’s biggest fans — while reassuring parents with safety, cleanliness, and convenience.

Insight

Turning Mess into Magic

Kids love food, but they love fun even more. Mealtimes become mini adventures — and sometimes mini disasters — when traditional bottles are involved.

Research revealed a dual insight:

Children are drawn to interactive, playful eating experiences.
Parents worry about glass bottles, spills, and mess.

The new top-down Squeezy bottle could solve both — and spark joy.

Deliverables:

Brand Strategy & Branding

Brand Nomenclature

Brand Identity & Packaging

Brand Positioning Statement

Brand ID & Seed

Communication Strategy

Creative

Creative Platform

Ideation & Storytelling

TV Concept & Storyboard

Copy & Content Writing

Key Visuals

Print Ads & OOH

Production Management

Production Supervision

Still Photography

Brand Communication Strategy

Life Karay Easy

To humanize the innovation, we gave the product a name and a personality — ‘Squeezy’ — owning the top-down convenience and infusing it with childlike fun. Squeezy wasn’t just a bottle. It became a character, a symbol, and a modern mealtime hack.

This emotional angle transformed utility into relatability and let us enter households not just as a condiment — but as a clever companion in daily life.

Brand Voice

Playful. Smart. Relatable.

Fresh, humorous, and easygoing — the tone was built to appeal to kids and parents alike.

Whether in TV, print, or outdoor, Squeezy’s voice encouraged smart choices, made mess feel outdated, and celebrated the modern convenience every busy household needed.

Storytelling & Ideation

“Life Karay Easy”

To bring the smart functionality of National’s top-down ketchup bottle to life, we created an energetic, kid-first campaign built around the playful idea: “Use your brain, not your strength.”

We didn’t just sell a bottle — we told a relatable story every Pakistani kid (and parent) knows too well.

Anchored in school hostel lunch room — where messy, everyday ketchup struggles are real with tradtional glass bottles— shirts stained. Kids frustrated. Tempers rising.

And then — one smart kid pulls out Squeezy. One clean squeeze. No stress. No mess. Just joy.

Infused with humor, catchy lyrics, and fast-paced visuals, the story positioned National Squeezy as the clever, no-mess, no-stress choice. A moment of meal-time chaos becomes a celebration of smart living, where a single squeeze saves the day.

“Laga Reh, Laga Reh… Dabao, Lagao, Kahjao

This anthem became a memorable hook — with funny, fast-paced visuals and a hero moment that kids could both laugh at and aspire to.

To amplify the message further, we introduced upside-down billboards and inverted magazine ads, turning the bottle’s benefit into a disruptive visual cue — a literal twist that mirrored the innovation.

The result? A functional product turned into a clever mealtime hero, with Squeezy becoming a modern symbol of playful ease and smart everyday choices.

Results

Turning Function into Fame

High Recall & Engagement: “Squeezy” caught on with kids and became a recognized mealtime favorite.

Increased Consumer Interaction: Boosted visibility in-store and on-shelf, especially among children and parents.

Elevated Brand Relevance: Moved National’s ketchup from “just another brand” to a smart, ownable platform.

Expanded Market Share: Differentiated in a cluttered market by blending functionality with fun.

Conclusion

From Product to Cultural Symbol

National Squeezy was more than a packaging upgrade — it was a brand evolution.

By humanizing the product, creating a character kids could love, and designing a campaign rooted in play, convenience, and cultural familiarity, we delivered more than a message — we inspired smarter behavior.

“Life Karay Easy” became more than a slogan — it became a shared belief. A ketchup revolution squeezed into one smart, joyful moment.

Packaging

Campus Activation

Harlig Yogurt

Marketing Campaign

New Product Launch

Harlig Yogurt

Nature’s Symphony: Crafting Creamy & Fruity Greek Yogurt

Härlig introduces its luxurious range of Greek yogurt, perfectly blended with luscious fruit chunks. This product is a harmonious marriage of creamy, rich Greek yogurt and the natural sweetness of fresh fruits. It’s not just yogurt; it’s an experience of pure indulgence, Härlig style.

Project Scope

Brand Purpose
Brand Strategy & Positioning
Brand Portfolio & Architecture
Brand Identity & Imagery
Brand Style Guidelines

Logo Creation
Packaging & Label
Messaging & Tone-of-Voice
Brand Concepts & Communications
Brand Tagline

Experiential Designs
Website & E-commerce
Retail Branding & Merchandise
OOH – Signage & Billboard
Marketing Collateral

Brand Philosophy

Härlig’s Blended Greek Yogurt is more than just a dairy product; it’s an experience. Every spoonful promises a burst of freshness, a testament to Härlig’s commitment to quality and taste.

Brand Naming

The name “Härlig” resonates with purity and indulgence. With the introduction of Blended Greek Yogurt, Härlig continues its tradition of offering products that are a perfect blend of taste and quality.

Brand Identity Development

The brand identity for Härlig’s Blended Greek Yogurt seamlessly marries minimalism with clarity, ensuring the product’s premium quality and freshness are unmistakably conveyed.

Design Philosophy

True to Härlig’s brand identity, the packaging design for Härlig’s Greek Yogurt seamlessly marries minimalism with clarity, ensuring the product’s premium quality and freshness are unmistakably conveyed.

Visual Storytelling Design Elements

Top White Panel Strip

This refined strip runs gracefully across the top of the packaging.
It serves as a pristine backdrop for the “Härlig” logo, radiating sophistication.
The color of the “Härlig” logo dynamically changes to mirror the flavor’s color code, creating a harmonious visual connection.
The clean, uncluttered space is a nod to Härlig’s minimalist design philosophy.

Flavor Color Representation

The bottom section of the packaging is thoughtfully bifurcated.
One half showcases a solid color, indicative of the yogurt’s flavor, ensuring intuitive flavor recognition.
The other half visually displays the luscious fresh fruits, such as bunches of strawberries, peaches, blueberries, cherries, etc., emphasizing the product’s freshness and authenticity.

Stylized Font

The flavor descriptor is elegantly presented in a contemporary lowercase font.
Positioned centrally on the packaging, this typography is accentuated in a pristine white color with a bold outline matching the flavor’s color. This design choice not only enhances visibility but also aligns with Härlig’s modern brand image.

Product Descriptor

The phrases “Blended Greek Yogurt” and “Loaded With Real” are strategically placed atop each flavor name on the solid color block.
This bold placement, combined with the visual of the fresh fruits, serves as a clear and enticing indicator of the genuine fruit content within.

This packaging concept encapsulates Härlig’s commitment to purity, luxury, and authenticity, promising consumers an experience that’s as delightful visually as it is in taste.

Brand Sustainability Approach: Harlig's Love Oath

“At Härlig, our love for the planet is as deep as our passion for yogurt. We are committed to sustainable practices, ensuring that every spoonful delights the senses and respects our environment.

Pure Loved Base: Dive into the pristine foundation of Grade A milk and cream that sets Härlig yogurt apart as a testament to love and quality.

Nature’s Love Palette: Our commitment to nature is unwavering. We source the finest fruits, ensuring that our Greek yogurt’s real taste and nutritional values are preserved. This dedication to authenticity guarantees a genuine burst of nature in every spoonful.

Sustainability Love Symphony: Our dedication extends beyond just sourcing the best ingredients. In collaboration with farmers, we provide modern agricultural techniques, ensuring the cultivation of the highest quality berries and fruits. This partnership guarantees fresh produce and fortifies our bond with the community. Every flavor of Härlig yogurt tells a story of joint effort, love, and a commitment to Mother Earth and our community.”

Brand Essence

Härlig’s Blended Greek Yogurt embodies the essence of pure indulgence. Every serving promises a delightful experience, setting Härlig apart in the realm of dairy products.

Brand Imagery

The brand imagery captures the freshness and authenticity of Härlig’s Blended Greek Yogurt. Every visual is a testament to the brand’s commitment to delivering a product that is “Purely Creamy, Truly Fruity.”

Brand Tagline

“Purely Creamy, Truly Fruity” – This tagline encapsulates the dual essence of Härlig’s Blended Greek Yogurt, promising a product that is both creamy and bursting with fruity flavors.

Web Design & E-commerce

Owl Branding Studio crafted a modern, user-centric website for Härlig, offering visitors an immersive digital experience that reflects the brand’s commitment to quality and taste.

Brand Communications

Härlig’s brand story for its Blended Greek Yogurt emphasizes its commitment to quality and authenticity. Through strategic branding initiatives, the narrative highlights the product’s creamy texture and fruity undertones.

PRODUCTS

KEY VISUALS

OUTDOOR

WEBSITE

Rometo

Marketing Campaign

New Product Launch

Rometo

Crafting The Art of Pasta, Italian Way

Introduce a premium pasta brand that melds traditional Italian pasta-making with sustainable practices, committed to delivering authentic Italian culinary experiences through high-quality, artisanal pasta.

“Immerse yourself in Italy’s time-honored traditions and rich cultural tapestry with Romano Pasta. Inspired by the historic elegance of Rome, Rometo blends classic Italian craftsmanship with innovative sustainable practices, creating an authentic and forward-thinking brand.”

Project Scope

Brand Purpose
Brand Strategy & Positioning
Brand Portfolio & Architecture
Brand Identity & Imagery
Brand Style Guidelines

Logo Creation
Packaging & Label
Messaging & Tone-of-Voice
Brand Concepts & Communications
Brand Tagline

Experiential Designs
Website & E-commerce
Retail Branding & Merchandise
OOH – Signage & Billboard
Marketing Collateral

LOGO / STATIONARY

ACCESSORIES

Challenges

Market Differentiation:
Establishing a unique presence in a market dominated by long-established brands.

Cultural Authenticity
Ensuring the brand authentically represents Italian and, specifically, Roman culinary traditions in a global market.

Brand Philosophy

Rometo is not merely a brand name; it symbolizes the timeless allure of Italian cuisine. Designed to resonate with both traditionalists and modern eco-conscious consumers, our philosophy celebrates every meal as an art form where tradition and innovation converge.

Strategic Approach

Brand Identity Emphasizing Roman Heritage:
Developed a visual identity that captures the spirit of Rome, utilizing imagery of Roman architecture seamlessly integrated into the logo and packaging design.

Authentic Storytelling:
Crafted narratives that position Rometo as a steward of Roman culinary arts, emphasizing traditional methods such as bronze-die cutting and stone milling, cherished since ancient times.

Brand Naming and Essence

Inspired by the eternal city of Rome, ‘Rometo’ embodies both tradition and innovation—a term that captures the essence of our Italian roots while appealing to global tastes. Our essence, ‘The Soul of Italy in Every Strand,’ commits us to bringing authentic Italian dining experiences to tables worldwide.

Brand Identity Development

Reflecting the robust and romantic spirit of Rome, our brand identity is articulated through a meticulously crafted logo. This logo combines a special Roman-style classic font in white, which exudes elegance and simplicity, with a clean, modern aesthetic. It is underlined by three thick lines in the colors of the Italian flag, symbolizing Italy’s rich heritage. Each element of Rometo’s branding invites you on a journey through Italy, celebrating its iconic culture and timeless charm.

Packaging Concept

Our packaging marries Roman heritage with modern simplicity, incorporating elements such as the Roman pillars and line illustrations of landmarks like the Colosseum and the Tower of Pisa, rendered in earth tones to reflect our commitment to natural ingredients and sustainability. The sky blue background is not only fresh and likely to stand out on shelves but also conveys tranquility and reliability.

Decorative Elements

Landmarks of Italy in Line Work:
Integrates Italian landmarks in subtle line work on the sky blue background, celebrating Italian culture and appealing to consumers who value authenticity and origin.

Highlighting Craftsmanship:
Details on the packaging like ‘Classico Artigianale,’ ‘Grano Italiano Selezionato,’ and ‘Bronzo Pietrato,’ emphasize traditional craftsmanship, quality ingredients, and artisanal quality.

Brand Capsule

“Pasta Artistry, Timeless Love” – This tagline eloquently captures the essence of Rometo Pasta, intertwining the meticulous craftsmanship of traditional pasta making with a profound, enduring love for Italian culinary traditions. It celebrates the skill and creative passion that go into each batch of pasta, connecting these elements with the timeless appeal and deep emotional resonance of Italy’s gastronomic heritage. This tagline not only highlights the quality and care invested in our pasta production but also evokes a sense of lasting connection, making it a powerful expression of our brand’s commitment to crafting exceptional culinary experiences.

Brand Sustainability Approach

Aligned with our sustainable ethos, Rometo uses only recyclable materials, supports local wheat farmers, and employs energy-efficient production methods to minimize our carbon footprint, embodying our pledge to nurture both people and planet.

PRODUCTS

KEY VISUALS

OUTDOOR

WEBSITE

Tifaany Bites

CREATIVE

Creative Transformation & Perception Reshaping

The More Nutty Experience

GOODNESS REDEFINED

Tiffany is the flagship and the second-largest brand in the IFFCO portfolio, Tiffany Bites, required a new way to launch its improved product with more nuts.

Deliverables:

Brand Strategy

Brand Positioning Statement

Brand ID & Seed

Communication Strategy

Creative

Creative Transformation

Perception Reshaping

Creative Platform

Ideation & Storytelling

TV Concept & Storyboard

Copy & Content Writing

Key Visuals

Digital & Social

Print Ads & OOH

Production Management

Ad Film Production

On-Boarding Filmmaking Teams

Production Design & Plan

Talent Management

Singer & Music

Still Photography

Shoot & Post Production

Ideation & Storytelling

The key proposition “Full Goodness of Nuts” experience developed to focus on a single communication message of ‘more nuts than key competitor Britannia in the category’ and built on the cultural strategy of ‘Collectivism via Strengthening Social Bonds’.

We highlighted Bites’ great taste and indulgence and enhanced credence to the brand USP by showing high-speed beauty product shots & transitions that showcase the “Full Goodness of Nuts and imaginative, joyful expressions of each flavor, as the competitor brands were sticking to a humor-based approach.

We communicate the essence of Tiffany Bite’s moments in everyday life to showcase the “Full Goodness Of Nuts” experience, which brings moments of enjoyment & togetherness among friends, family, or even someone having it alone.

Shot in multiple locations to highlight the seven significant eating moments in our consumers’ lives, including school, tea time, and picnic, besides building the consumption in breakfast time.

Result

The communications create inspiring brand imagery that is modern & social while communicating the Full Goodness of Nuts Experience effectively as the core USP against the competing brands.

This communication strengthened the sales volume by 2X and majorly drove the conversion of sales from competitor brand Britannia Good Day.

BTS

Young’s Mayonnaise

CREATIVE

Creative Transformation & Perception Reshaping

Nurturing Love, Nurturing Taste

Barhay Sachay Rishton Ka Pyar

Young’s Foods decided to launch it’s first ever ATL communications for their brand Young’s Mayonnaise of brand, where the brand aims to create their inspiring imagery at par with the international food brand and depict their leadership positioning being the No.1 Selling Multi-Billion Value Winning Brand.

Young’s Foods embarked on its first-ever ATL campaign for Young’s Mayonnaise, aiming to position it alongside international food brands and reinforce its status as Pakistan’s No.1 mayonnaise. The creative challenge was significant: crafting emotionally resonant storytelling without featuring human models, music, or jingles, in adherence to Shariah-compliant advertising guidelines.

Deliverables:

Brand Strategy

Brand Positioning Statement

Communication Strategy

Creative

Creative Platform

Ideation & Storytelling

TV Concept & Storyboard

Copy & Content Writing

Key Visuals

Production Management

Tabletop Film Production

On-Boarding Filmmaking Teams

Director Board & Treatment Note

Production Design & Plan

Food Styling Direction

Still Photography

Shoot & Post Production

Insight

Celebrating the Mother-Daughter Bond

In Pakistani households, the kitchen is more than a place for cooking; it’s a space where relationships are nurtured. The evolving dynamic between mothers and daughters—where traditional culinary wisdom meets modern experimentation—provided a rich narrative ground. This intersection of experience and innovation became the cornerstone of our campaign.

Brand Purpose & Cultural Strategy

Enhancing the Taste of Love

We articulated Young’s Mayonnaise’s brand purpose as “Enhancing the Taste of Love,” building a cultural narrative around the “Culture of Nurturing Relationships.” The campaign highlighted the collaborative spirit of mothers and daughters in the kitchen, showcasing how their joint efforts, complemented by Young’s Mayonnaise, create meals filled with love and flavor.

Brand Voice

Warm, Relatable, and Heartfelt

The brand adopted a tone that was both warm and relatable, focusing on the emotional aspects of cooking and familial bonds. By emphasizing shared experiences and the joy of creating meals together, Young’s Mayonnaise positioned itself as more than just an ingredient—it became a symbol of love and togetherness.

Storytelling & Ideation

Crafting Emotional Narratives

Given the constraints of Shariah-compliant advertising, the campaign relied on evocative imagery and storytelling to convey its message. Scenes depicted the hands of a mother and daughter preparing meals together, the textures of the ingredients, and the final dishes enhanced by Young’s Mayonnaise. This approach allowed viewers to connect emotionally without the need for human models or music.

Signature Visual Identity

The Open Kitchen Door

In the TVC, the recurring motif of the open kitchen door serves as a powerful metaphor. It represents:

Transparency and Trust: Inviting viewers into the heart of the home, showcasing the authenticity of relationships nurtured within.
Inclusivity and Togetherness: Highlighting the collaborative spirit between mothers and daughters as they create meals together.
Culinary Creativity: Emphasizing the kitchen as a space where love and taste are blended, with Young’s Mayonnaise enhancing every dish.

Results

Strengthening Brand Leadership and Emotional Connection

Emotional Resonance: Post-campaign research indicated a significant increase in emotional connection with the brand, particularly among women.
Market Leadership: The campaign reinforced Young’s Mayonnaise’s position as the market leader, with a reported 2X growth compared to industry averages.
Brand Recall: The unique storytelling approach led to high brand recall and appreciation for the brand’s values and messaging.

Conclusion

From Product to Cultural Symbol

The Young’s Mayonnaise campaign successfully transcended traditional advertising methods, turning product promotion into a celebration of familial bonds. By focusing on the universal theme of love and togetherness in the kitchen, the brand not only adhered to cultural and religious guidelines but also deepened its connection with consumers, solidifying its place in the hearts and homes of Pakistani families.