Strong competition in the dairy industry requires a constant re-evaluation of brand strategies. Companies are often faced with the challenge of reinventing their image and creating new labels and packaging to stay relevant and attract public attention.
This is also the case with Cris-Tim, a brand known for the quality of its products. In order to expand the variety of products and to capitalise on its reputation, Cris-Tim has decided to take an important step: rebranding the Mugura brand and moving its dairy range under the Cris-Tim umbrella.
Client expectations in the rebranding process
Cris-Tim wanted a unified design, regardless of the diversity and particularity of the products – from yoghurt to butter – in order to maintain a strong and recognisable visual identity. Shrink sleeves, self-adhesive labels, yoghurt lids and butter paper were redesigned and adapted to achieve visual consistency. It was essential that all visual aspects would accurately reflect the personality and values of the brand.
Cris-Tim was therefore looking for a partner that was able to ensure consistency of visual elements, adapting to the diversity of products and the specific type of packaging.
”After 10 years of preparations for bringing exceptional dairy to the market, we have focused on our main objective: providing the highest quality products. These are produced on the Cris-Tim farm in Boldești, in an integrated system, where special importance is always given to the quality of the products.
To ensure that every product consistently meets our high quality standards, the focus has also been placed on packaging that reflects those high standards. It was essential to work with a reliable partner equipped with state-of-the-art technology and experienced in finding solutions to the challenges of developing a unified look and feel for packaging, regardless of product type: from cheese and specialty cheese, to mozzarella, butter, sana, kefir, buttermilk, fresh milk, ayran, curdled milk and drinkable creamy yoghurt, given the diversity of packaging.
During our collaboration and our shared commitment to providing the consumer with the best solution for packaging our clean label products, we have highly appreciated the value of partnering with Rottaprint’s professional team. We felt we had a partner on our side who truly understands our needs and can provide effective solutions, even in the most challenging times. Thanks to their effort and professionalism, we were able to overcome all obstacles and deliver packaging that consumers appreciate.” – Alina Mîndruță, Brand Manager, Cris-Tim.
Materials and technology related challenges
The challenges faced in the rebranding process for Cris-Tim were amplified by the variety of materials involved and the need to use different printing technologies.
The challenge related to materials was extremely complex, given the diversity of products in the Cris-Tim portfolio, each imposing its own specifics. We used different printing bases, such as transparent film for shrink sleeves, self-adhesive material for labels, aluminum foil for lids and metallic paper for butter. Each material imposed its own requirements and peculiarities, and bringing the design into the same range of shades and colors represented an extremely difficult mission. The mastery and expertise of an experienced typography were essential to manage this diversity of materials and to apply appropriate DTP techniques and printing technologies, ensuring the success of the project.
The technological challenges came from the need to adopt various printing technologies, given the varied spectrum of labels and packaging. Switching between technologies and equipment can influence the final printing results, especially regarding colors and clarity of design elements. And in this case, we had to use various technologies, including digital and flexographic printing, with different types of inks and on various machines, even though they are part of the same technological category. This aspect highlights the need for a specialized and adaptable approach to ensure consistency and quality in the context of the technological diversity adopted.
How Rottaprint met customer expectations
Creating similar branding elements in the same color ranges, but on different materials and using different technologies, can be a challenge, but this mission can be successfully accomplished when a few essential steps are carefully followed:
Working with professionals
The efficient partnership between Cris-Tim and Rottaprint has been the cornerstone in shaping a remarkable brand image. With effective communication and a deep understanding of printing technologies, the brand manager facilitated the collaboration and significantly contributed to the success of each stage of the project.
Another crucial aspect was how the design elements were developed and integrated into the final graphics. For example, large elements can capture attention and direct the gaze towards the overall image, highlighting the beauty of the final product.
Cris-Tim brought impeccable design, and the correct execution and processing of the files were followed with precision. At Rottaprint, the DTP team took the process to a higher level, creating the creamy product effect on each label. A smooth transition of shades, from low intensity to the highest, elegantly outlined that splash (a bright element with a wavy appearance).
Testing, testing, testing – with the help of printing proofs
Rigorous testing represents an essential step in every project. Before final printing, we conducted print tests in close collaboration with the client to ensure desired outcomes. Through technical support and suggestions during these tests, we contributed to cost optimization and improved the visual appearance of the products by adapting graphics to the printing process.
Layout and color adjustments for specific materials
Because materials (paper, aluminum, and foil) absorb ink differently, the Rottaprint DTP studio adapted the graphics and layouts to compensate for these differences. The Rottaprint designer, together with the Rottaprint DTP team, had no difficulties in achieving the suggestive shimmering waves effect for the creamy content of Cris-tim products.
Our team benefited from the flexibility of digital printing to make rapid adjustments according to the client’s preferences. The result – a clean appearance for the self-adhesive label, butter packaging, and shrink sleeve labels.
The Cris-Tim rebranding process has achieved a perfect harmony of colors, shapes, and brand messages, evident in every detail of these labels and packaging.
The Trusted Partner in Label and Packaging Printing
Rottaprint offers you essential support to ensure the success of your project, in creating a complete range of products with a unified image. Building a consistent visual identity is a crucial part of shaping a successful brand, and we are here to ensure that each label accurately reflects the brand and the quality of the products.
With over 33 years of experience in label printing, our approach has evolved into a true art form. Contact us!
