Optima, a leading functional margarine brand known for its cholesterol-lowering benefits, underwent a full-scale re-branding to strengthen its market position in Central and Eastern Europe. The project began with our proprietary Design Audit™, along with consumer research, to identify growth opportunities and clarify brand perception.
From this foundation, we developed a new brand positioning and a refreshed portfolio architecture, dividing the range into preventive and therapeutic lines. This structure brought greater clarity, relevance, and accessibility for different consumer groups.
The re-branding extended beyond packaging re-design. We built a comprehensive visual identity system and the communication platform that moved Optima away from a purely clinical image towards one that is expert, approachable, and appetizing. A consistent social media visual strategy was created to engage younger, lifestyle-oriented audiences, while the new POSM system ensured coherence across retail environments.
This was not just a design change, but a holistic transformation – aligning product portfolio, identity, and communication to deliver a stronger, more contemporary brand presence.
