VALIO - From Finnish Fields to Chinese Shelves

Services : Brand Experience / Brand Strategy / Design / Naming / Packaging / Visual Identity

Valio stands out as one of Finland’s most prestigious companies. As the nation’s leading milk processor, Valio boasts a remarkable portfolio that includes cheese, powdered ingredients, butter, yogurt, and milk, capturing 85% of Finland’s milk production.
This legacy of quality and innovation sets the stage for Valio’s ambitious leap into new markets.

OUR MANDATE

Valio's objective was to lead China's dairy market transformation by moving from B2B to B2C. We sought to infuse Valio's high-quality heritage into 'eila' to dominate the market with premium dairy products.

We played a critical role in introducing 'eila' in China. This encompassed brand analysis, strategic positioning, and crafting 'eila's visual identity to ensure market relevance and consumer connection.

OUR STRATEGY

Competitive Research & Positioning : Our initial step incorporated competitive environment research and a keen analysis of Valio's market positioning, grounded in the attached diagram. This phase involved identifying Valio's optimal market space, avoiding areas that are "too mainstream" or "too extreme" and finding a balance that speaks to both extroverted and introverted consumer qualities.

We have has crafted this position to reflect both Valio's heritage and the distinctive attributes sought by Chinese consumers, guiding the brand's narrative and market engagement.

Localization & Naming: Adjusting Valio's branding for the Chinese market, we focused on establishing a resonant and recognizable name for 'eila.'

VI System Design & Extension: We developed a comprehensive visual identity (VI) system for 'eila,' which included a CN logo design and extensions into packaging and other applications.

THE OUTCOME

Our streamlined approach elevated Valio and 'eila' within China's B2B dairy market. By integrating global brand integrity with local market sensibilities, We ensured Valio's triumphant market entry and enduring industry prominence.