Valley Quark
Swiss-made high protein dairy.
INDUSTRY
Consumer packaged goods & speciality dairy products
SCOPE
Packaging, product naming, illustration, advertising strategy, art direction
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How can a traditionally Swiss dairy product be introduced to the U.S. market amidst the growing demand for high-protein, health-focused snacks?
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Demand for high-protein, high-probiotic and on-the-go products are rising among American consumers.
Quark, a traditionally-Swiss fermented dairy product, naturally contains more protein and probiotic qualities, less fat and sodium than any other dairy product on the market.
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Focusing on Quark’s nature of being in-between the textures of yogurt and cheese, Valley Quark draws a connection to the various “in-between” of its home nation of Switzerland: in nature between the valleys of the Swiss Alps, and in quark.
Art Direction that Captivates.
Valley Quark’s packaging’s visual concept across all SKUs draws upon this parallel nature and represents distinctive ‘times of day’ in flavors from sunrise, to mid-day to sunset across the packaging.
Each flavor is meant to be eaten at a different time of day for snack time, with the flavor profile responding to needs for that time. The sun moves across the packaging, emphasizing Valley Quark as a high-protein snack perfect for any time of day.
Quark comes in single-self containers with mix-in toppings, single-self blended quark to drink, and carton blended quark.
The Ideal Middle Ground
AD CAMPAIGN
Valley Quark’s ad campaign focuses on quark’s naturally in-between nature of being between the properties of cheese and yogurt, and draws connection to ‘in-between’ landscapes: Bridges, rivers, valleys, etc. Quark is positioned as the perfect harmonious middle, both literally in the ad situation of these landscapes and in its physical properties.
The unique benefits of quark are emphasized through different headlines that position the product as the ‘ideal middle ground.’ Visual style combines the brand’s distinctive illustrative style with breathtaking landscape photography to create surreal and eye-catching art direction.
ADVERTISING ZNUNI: START THE DAY RIGHT
STRAWBERRY & GRANOLA
ADVERTISING BEDMÜMPFELI: TREAT BEFORE BED
CHOCOLATE & HAZELNUT
ADVERTISING ZVIERI: AFTERNOON PICK ME UP
TOMATO & PAPRIKA