Tangram Strategic Design. Consulting company for marketing and design.
Ehrmann, a leading German yoghurt producer, has developed new lines for the Italian market. Ehrmann yoghurt was already available on the Italian market but in a limited way.
The new packaging system was produced after first carrying out a psycholinguistic study on Ehrmann’s and competitors yoghurts. From this study, a “smile” symbol was identified to communicate the brand’s core value. From a packaging test the “smile” emerged as a reassuring symbol of integrity and quality and has been extended to all product lines.