When Daybreak chicken was bought from Afgri by a black consortium their identity needed a major overhaul. As a business they were previously volume and price driven, consequently their packaging and brand architecture was indistinct and confusing with multiple brand names. Activate was briefed to come up with a refreshed identity and payoff line. The packaging designs then had to be flowed through their entire product line.
As a research driven design business we went to households around South Africa to eat chicken. We asked women in our target market to invite friends for dinner. They needed to cook their favourite chicken meal. We accompanied them to the store they bought chicken from and hung out with them while they prepared the meal. We got to look into their fridges and hear their opinions on why they love chicken: “it brings excitement to the table”
Combined with executive workshops we positioned the brand around a mom trying to raise a family and wants to feel that she counts. This was the seed for the payoff line we generated “Daybreak makes your day”
Activate focussed on building the core daybreak brand and designed all the packaging, signage, township spaza shops and communication material to translate this optimistic customer focussed philosophy into tangible brand assets.
- Brand positioning
- Brand guide and templates
- Packaging design
- Store signage
- Point of Sale
- Internal communications
- Stakeholder communications