This rebrand saved OIKOS.
Here’s why it worked:
It made something CLASSIC feel DISTINCTIVE.
Let’s break it down…
The original OIKOS branding was safe and neutral, emphasizing its Greekness. That worked in the yogurt aisle a decade ago...
But now that aisle is full of loud novelty products, promising extra protein, keto, etc. OIKOS was forgotten.
So OIKOS took a bet: While others chase trends, it'll double down on classic — by going BIG ON FRUIT:
🍓 It reformulated to add chunks of fruit, which it describes as “LOADED WITH” — an appealing, clear, distinct phrase.
🍓 It brought the fruit to life with bold, bright photography.
🍓 It let the fruit crowd its logo, with an element (like a strawberry stem or blueberry leaf) always piercing the O.
It's as if OIKOS was saying: "You don't need something new and weird. We've got more of what you love."
The rebrand launched in 2021 — and within 4 months, an 18% drop in sales turned into a 7% sales increase, with a majority of sales from TOTALLY NEW customers.
Ask yourself: Are you chasing trends — or chasing what matters?
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