Strategy, Design, Experience
Onkod
Coming from an environment of dusty landscapes, Onkod (meaning ‘storm’ locally) met with Marrow with a view to shake up the category, not just with its superior product but by standing apart from the crowd of normality.Category
Dazzling CPG
Our conversation began with a simple assertion: the brand should do more to engage consumers at the point of purchase. It should communicate a unique personality.
To stand out against a flood of competitors, this new entrant needed a look to capture the attention of consumers frequenting the aisle in the store — and those visiting it for the first time.
We wanted to give the brand a visual stamp of authenticity so we set about working the image of the source of the water within the local landscape, in the style of a modern vector art. The look was instantly distinct.
Strategy
To win at retail, the packaging would have to seduce shoppers away from larger established category leaders – mostly with an international presence.
The brand should tap in the natural beauty and details of the Somalian Peninsula and this should be woven into the spirit, literally and metaphorically. Onkod should embody a premium, poetic brand that is subtle yet poignant.
The identity is built around a body of water in the midst of taking the shape of a droplet, inspired by the brand name’s meaning – storm.
