Strength of Packaging through a new logo: Neom transforms the white man of Mr. Day
Mr. Day, the Italian brand of cakes has relaunched its logo, based on its original logo of a funny white man.
Mr. Day, the Italian brand of cakes has relaunched its logo, based on its original logo of a funny white man. Well known by all children in the 80's, the logo has been reused but has changed from a man made of milk to a man made of flour.
Mr.Day's logo has been restyled by Neom, an Italian communication and design company, in line with the request of giving a new personality to the brand, which has become Vicenzi Biscotti's propriety after Parmalat.
As Neom explains, there was the need to re-launch the brand after a period of crisis of the product in the market. The company explained that Mr.Day needed to acquire personality through something new that still kept the original idea of the logo that people knew. After market research into customer needs Neom developed the concept and finally created the new logo: not a man made by milk anymore (symbol of Parmalat), but a new white man made by flour to express the idea of simplicity and quality of the food.
Cristiano Modolo, Vicenzi Biscotti's Marketing Director expressed his opinion about Neom's work: "We are delighted to report sales have increases of 21.4%. What can I say? We had no doubt that Mr.Day was a historic brand and that it was still in the minds and hearts of consumers as markets researched showed, but we are pleasantly surprised about the success it has had with the re-launch!
The project was very interesting, especially because it has been the result of dialogue and collaboration between us and Neom. Good job then and thanks to all."
Francesco Colombo, Mr. Day's brand manager said: "Working on an historic brand like Mr.Day, in its period of great suffering, creating a working group and all together making possible its re-launch has been one of the most beautiful experiences that a man who works in marketing can do".
Source: Mr. Day
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