Olo Olo Design & Branding OLO OLO by Ogilvy & Mather Tokyo


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Industry Non-alcoholic drinks
Media Design & Branding
Market Japan
Agency Ogilvy & Mather Tokyo
Designer Chie Katayama, Eriko Kudo, Itomi Jinshi, Tomohiro Fukuda
Released June 2010

Credits & Description

Category: i. Own Label and Private Label brands
Advertiser: COCA-COLA
Product/Service: BEVERAGE
Date of First Appearance: Jun 2 2010
Entrant Company: OGILVY & MATHER JAPAN, Tokyo, JAPAN
Creative Director/Designer: Kosuke Hashijima (Ogilvy & Mather Japan)
Designer: Chie Katayama (Ogilvy & Mather Japan)
Designer: Jinshi Itomi (Redworks)
Designer: Tomohiro Fukuda (Redworks)
Designer: Eriko Kudo (Redworks)
Media placement: Vending Machine - Osaka/Kobe - 2 June, 2011

Describe the brief from the client
“OLO OLO” is the first paper cup beverage presented by Coca Cola Japan.

The product name “OLO OLO” is a combined abbreviation of “NomigOLO (The most delicious time to drink)” and “EcOLOgy.” Their main message is “Delicious and LOHAS”, as “OLO OLO” is an eco-friendly chilled beverage, focused on carefully selected ingredients until fresh delivery to our consumers.

Describe the challenges and key objectives
The Challenges:

-To develop a package design that embodies OLO OLO’s “Delicious and LOHAS” message.
- “Friendly design easily purchased at vending machines”.
- “Eco-friendly & consumer-friendly design”.
- “Design communicating delicious taste”.

The Key Objectives:

- To develop a consumer-friendly logo.
- Develop a “design system” that enables further variant additions.
- To create an eco-friendly and light-hearted world.

Describe how you arrived at the final design
1. Eco-Friendly & Fun Colour Palette:
- Each colour represents a flavour, and for those colours we utilised tones that are in the territory of eco.
- Used a colour scheme that expresses friendly and fun eco-image instead of the typical eco image.

2. Graphic system:
- A graphic system using stripes which, takes into consideration further flavour additions.

3. Graphic development expressing the flavours:
- Latte Flavours: Communicated richness and creaminess.
- Fruity Flavours: Communicated fruitiness packed with various fruits.

Give some indication of how successful the outcome was in the market
Although “OLO OLO” is sold in limited areas, the sales are good. Originally, there were five flavours in total, but now two new flavours have been added, contributing to a wider variety.