COUNTRY CROCK

DATE:  Fall 2014

SCHOOL: Harvard Graduate School of Design; Cambridge, Massachusetts

TEAM:  Myrna Ayoub,  Jiaqi Wang and Han Yang

PROFESSOR:  Teman Evans and Teran Evans (VP Branding Director, FCB: Foote, Cone & Belding)

CLIENT: Country Crock, Unilever

PROGRAM:  Brand Identity and Research, Product Design and Development

 

Country Crock is a margarine that was conceived in the 70’s when margarine consumption was at its peak as a healthy alternative to butter. Today both butter and margarine are at war due to consumer’s heightened awareness in natural ingredients. This proposal positions Country Crock so that it is…

WHAT: a margarine that is more than a margarine     |     HOW: that is fundamental, convenient and individualized     |     WHO: for active millennials who appreciate a healthy lifestyle and a unique identity     |     WHERE: in fast-paced urban America     |     WHY: people NEED it, ENJOY it, and LIVE with it      |     WHEN: during a quick and tasty meal in an era of abundance and stress

To expand its market and identity, the new Country Crock is targeted to active millennials and smaller households with two product lines: Country Crock on-the-go and Country Crock on-the-table. The new country crock is stylish and ready to be presented on the table. The new Country Crock is adaptable and ready for various situations; whether it is the new home environment or the on the go commuter.  The new Country Crock is modern and unique. It is no longer just Country Crock; it is Urban Crock now. 

History of Margarine

History of Margarine

Market Analysis and Key Competitors

Market Analysis and Key Competitors

Brand Brief

Brand Brief

Product Design and Development

Product Design and Development

Brand Identity

Brand Identity

Color Analysis

Color Analysis

Logo Evolution

Logo Evolution