Established in 2013, Leni's is the VOG Products brand that offers a range of apple-based products to satisfy the rising market demands, in particular for juices, mousses and fresh apple wedges. "After seven years, we present a new Leni's." So began Christoph Tappeiner, general manager of VOG Products, during a press conference held on Thursday 6 February 2020, at Fruit Logistica.
"This renewal, the result of many months of study and work, goes far beyond a new image, because this is a fundamental moment, just like the launch of a new product on the market," went on Tappeiner.
"Why a new Leni's? To meet and prosper in our times and to become protagonists of the market. The choices of consumption are dictated by desires, no longer by needs, and we eat by appetite, no longer by hunger. Eating takes on cultural connotations: new consumer behaviors are introduced which become lifestyles. Food, therefore, must be presented as if it were history and emancipated from its nature as a commodity".
"Our main focus is on new and different trends related to the desire for well-being and well-ness. The market of new families and that of mature consumers focuses on lower quantities, but of higher quality," explained Tappeiner.
"The survey made with Enrico Finzi's Astra showed that Leni's, as a brand, was consistent with its values of authenticity, sincerity, controlled origin and authenticity, and expressed the theme of territoriality well - said the general manager of VOG Products - But it was lacking in contemporaneity, it did not have a true positioning and it did not properly distinguish itself, mimicking the competitors' language".
A new positioning for Leni's
"From an excellent brand, which produced apple juice, to a great national brand of reference in apple-based products. We changed the logo, but we kept our values and our mission as a reliable and indispensable partner, which are the prerequisites of our path of innovation and growth", said Tappeiner. The territory (Trentino Alto-Adige), the supply chain (Leni's is an expression of the four Italian apple market players: Val Venosta, Marlene, Melinda and La Trentina), the reliability of VOG Products (50 years of history, 18 cooperatives, 13,500 families of fruit growers).
The new logo
"Fun, creative and unexpected. We could define it this way", said Roberto Locatelli of Plus Communications, who created the new graphic design. "The new logo has a strong visual impact and fits fully into the contemporary world. These are hand-made characters, outside the usual narrative. A true stylistic renewal, which makes Leni's and VOG Products even more unique and allows us to improve the final product. The colors carmine red and dark green and the lettering are youthful, ironic and modern".
So we have playful and modern new graphics, a fresh and young tone of voice and an even higher positioning. But above all, the new local and global language, summarized by the innovative and courageous payoff: Leni's mele with Liebe or "Leni's apples with love". A concept and a value expressed in three languages, testifying to the international vocation of the brand.
Leni's has changed: we have to communicate it
The new logo identifies the entire project and will appear on all products: juices, mousse and apple snacks. "A campaign on social networks and operations in various points of sale will start immediately. After today's official launch (read February 6, 2020, ed.), the new logo will appear in Italy, in particular in Northern Italy, and subsequently abroad as well," explained Tappeiner.
One liter green glass bottles (to protect the product), 750 ml for organic juice, with a shelf life of 11 months. Different recipes: apple juice; apple juice with elderberry; apple juice with ginger; apple juice with bergamot; organic apple juice.
"And for the future, there will still be news: for example, we are working on countertop products with a more limited shelf life", concluded the general manager of VOG Products.
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