Dawn

DesignTactics were retained by Kerry Foods to develop the Dawn family of brands and packaging design over a number of projects. The key driver was a change in product formulation as Dawn moved to a higher-quality, not-from-concentrate product that required refrigeration. This brought the brand into competition with international brands such as Tropicana. Our brief was to retain the family-friendly positioning that had kept Dawn on the breakfast table for years, but convey a more premium taste experience. We also worked to create an entirely new product-brand identity for this line, to better differentiate between these juice products and the dairy products marketed under the same name. The new brand and packaging were a significant success at a time of intense competition in this sector, and the brand continues to be a major player in the juice category in Ireland.