IZZI – GOAT MILK YOGURT
Halav Ha’aretz, Susya Dairy Ltd. is a goat dairy that produces cheese, milk and yogurt.
In recent years, goat milk has been making its way to more and more Israeli homes. In addition to being healthy, nutritious and delicious, goat milk is easy to digest and offers a real milk alternative for individuals who have milk allergies or are lactose intolerant.
Susya Dairy contacted Peddy Mergui Talking Brands and IDEA, a Retail Branding company, and asked us to build a brand for their goat milk yogurt. They were looking for a brand that is accessible, friendly, expresses the benefits of goat milk yet suitable for everyone and not just for health seekers.
We decided to produce a new brand, “Izzi” goat milk yogurt (In Hebrew a play on words: “Ez” means goat and “Izzi” as easy going, light). We have created a brand character of a goat that is nice, friendly, and somewhat sensual yet looks like “one of us”.
We decided not to use images of pastoral nature commonly used for goat milk products, but to use images and illustrations that convey lightness, healthiness and “fun”. “Izzi”, goat milk yogurt, has turned into something that is more than “just” goat milk. Izzi is a light, healthy goat milk yogurt suitable for everyone.