NTZI packaging - rebranding and communication concept

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Developing a new visual identity for the packaging and a communication concept for Najlepsze Trawy Z Iławy were, from the very beginning, among the main challenges of our wide-ranging work with the Rolimpex Group. Najlepsze Trawy Z Iławy is the most recognisable brand in the entire Group, known not only within the trade but also — perhaps above all — to retail customers.

The task was demanding not only because of the responsibility that comes with a brand’s reputation and recognition, but also because it coincided with the start of a prestigious ambassador partnership with Agnieszka Radwańska.

year: 2024

customer: Grupa Rolimpex

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NTZI packaging - rebranding and communication concept

01 Refresh without losing anything

Najlepsze Trawy Z Iławy is a highly recognisable brand, but before the refresh its visual identity felt dated and unremarkable. Every change had to be made carefully and precisely, though, because of what the market was used to and how well customers already knew the brand.

02 The ambassador at the centre

With a prestigious partnership with a former star of Polish tennis beginning, the natural axis of both the communication and the new packaging became giving that partnership skilful but unforced prominence. The photo shoot played a key role here, along with the new strapline and the ambassador's signed endorsement.

03 Deliberate colour

Together with the client we decided that colour would be the thread linking the old packaging identity to the new one. Changed and tidied up only cosmetically, it was meant to spare customers any confusion when looking for a product and making a purchase.

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I have no doubt this one was a challenge. A new ambassador partnership and high expectations on one side; considerable recognition and a strong reputation on the other. All of it had to be brought together skilfully, without tipping into cliché. Together with our team and the client’s people we worked through every detail, every piece of copy and every icon of the new packaging. I think the results are genuinely satisfying.