The McLean team created the overarching brand vision, including brand positioning, brand naming, packaging design, sales materials, web site design and content development, and consulted on other elements of the marketing plan to help establish and extend the new brand identity and voice. “We also provide distinct nutritional information for today’s data-driven consumers who actively seek smarter solutions.” “By boldly calling out Elli’s beneficial qualities on the front panel, we reinforce the honest, straightforward vision of the brand,” explains Jane Wight, senior designer at McLean Design. The approachable packaging conveys that Elli quark delivers more flavor than cottage cheese and more nutrition than Greek yogurt, the new category darling. The carefully crafted design claims its European heritage with a modern sensibility that expresses an enlightened awareness of healthy choices. “That helps it differentiate from typical dairy products, which are good for you but not actively healthy like quark.” “Elli captures a youthful, forward-thinking aesthetic,” says McLean. The challenge was to present it as captivatingly different but not strange, European but not elite gourmet. Quark is a creamy, cheese-like fare with yogurt-like features, a classic staple in Europe but almost entirely alien to U.S. “Elli quark has a contemporary, Euro-chic feel, designed to appeal to consumers as a smarter, healthier dairy snack.” dairy aisle,” says Ian McLean, founder and creative director of McLean Design, Inc. “Our design team created a brand called Elli as the latest cool arrival to the U.S. Designed by McLean Design, Inc., United States.Įlli Quark Unveiled as a Smarter Dairy ChoiceĪ clear understanding of evolving consumer behavior helped McLean Design and new client PS Let’s Eat introduce an unfamiliar but über healthy European dairy product called German-style quark to a highly skeptical American market.
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