Brand and Brand Name:
Leckermäulchen (referred to as LM hereafter)
Explanation of LM in English:
it’s basically a playful, diminutive form of the German word for gourmet. Established in 1979, the brand was originally a product for children but is now also enjoyed by adults, who make up approximately 50% of customers (primarily mothers of the children). Medium to high pricing.
LM is a sweet, frothy, and fruity dairy product. The consistency is similar to that of mousse – fluffy and light. LM is a fresh product found in the refrigerated section and doesn’t contain any artificial preservatives. To produce 100 grams of LM, 200 grams of milk are used. Can be eaten as a snack or dessert any time of day.
Task and Target Group:
The label design needs to address adults more effectively – without eliminating the childlike character entirely. At the same time, the design needs to be updated. Changing the box / container ist not wanted.
LM offers an exceptionally enjoyable experience with flavor and consistency, produced using a healthy ingredient – milk. Buying, sharing, and enjoying this healthy yet popular snack is fun for everyone and gives you the peace of mind that comes with doing something good for you and your family.
- Mousse-like (fluffy, frothy) consistency with very high milk content
- An exceptionally high amount of beneficial dairy ingredients, thanks to production with double the portion of milk for each portion of LM
1. The head of a girl and (only for radio/TV) the slogan/TV jingle: “Leckermäulchen tut Leckermäulchen gut” = “Little foodies – a healthy treat for little gourmets” or “A healthy treat for little gourmets”
2. Others: banner with the “Leckermäulchen” lettering, illustration of a pitcher of milk and a glass, designation as “Milchquark-Mahlzeit” dairy snack time