DUGG’s Delicious Brand Identity

written by Houke de Kwant on July 6, 2017

Today we have a look at the brand identity of DUGG, a series of fresh yoghurt ice cream and sorbets from the Norwegian ice cream brand Hennig-Olsen. Originally launched as a healthier, low-fat option DUGG was being communicated as your typical alternative to the ordinary.

The challenge a couple years after the initial launch was that the DUGG brand didn’t manage to position itself as the better and healthier alternative as planned. Another major issue was that the DUGG branding had a very weak connection to the mother brand. It didn’t manage to create any synergy for the brand as a whole. Evidently something had to be done. Either change the brand name and start from scratch or do a total makeover. The people at Anti, one of Norway’s most award winning agencies, advised Hennig-Olsen to do the latter.

Their main challenge was to create a unique identity for the DUGG brand with a clear connection to the mother board. They also wanted to shift focus – from 0% fat and your typical health focus to highlight the extra high content of fruits, berries, and quality ingredients. From less is more, to more is better!