At Bblewrap, repositioning has to overcome all the challenges the brand has faced till now, consolidating that and only then adopting a new strategy. Crema milk powder is positioned in the premium market, reflecting the exceptional quality that sets it apart. This shift focuses on elevating the brand's image through refined packaging, highlighting the product’s superior taste and nutritional benefits. Milk powder In terms of customer preference, milk powder always ranks second to fresh milk. That is exactly why, the positioning and branding of a milk powder is very crucial to its success.
‍
To increase shelf value, we’ve invested in a sleek, modern design that immediately catches the eye. The new packaging not only attracts attention but also communicates the premium nature of Crema, making it a standout choice for discerning customers. This strategic move aims to boost brand perception, drive sales, and solidify our place in the high-end market.

Our brand research involved an in-depth study of the Maldives market, focusing on competitors and their market presence. We analysed key players, identifying their strengths, weaknesses, and customer appeal. The research covered aspects of market share, positioning and perceptual comparisons of various players in the market. For visual research, material, form and colours were compared to come up with a unique and stand out combination.

Crema's brand strategy centres on positioning as a premium milk powder that embodies quality, taste, and nutritional excellence. We aim to build a strong brand identity by focusing on the unique value we offer—pure ingredients, superior taste, and a commitment to health. Our strategy involves targeted marketing that resonates with discerning consumers seeking a top-tier product.

To support this, we’re enhancing our packaging and expanding our presence in high-end retail outlets. We’re also leveraging digital platforms to reach health-conscious customers, reinforcing Crema as the go-to choice for premium milk powder. By aligning our product with consumer needs and preferences, we aim to increase brand loyalty and market share.

The name "Crema" was carefully chosen to evoke a sense of richness and luxury, reflecting the premium quality of our milk powder. The word "Crema" suggests a creamy, indulgent experience, which aligns perfectly with the  product’s smooth texture and superior taste. It's a name that conveys both elegance and simplicity, making it memorable and appealing to the  target audience.

By choosing "Crema," we aimed to create a brand name that is not only easy to pronounce but also resonates with the idea of purity and quality of the product. A simple yet small word becomes easily memorable and creates long lasting brand recall.