In 2007, the Croatian food and beverage group Podravka acquired
fruit juice producer Lero in order to expand its market position in
The Lero brand has been around for many years,
but has been overshadowed by strong competitors over time. The brand
positioning, product portfolio, design and communication no longer met
the requirements of the rapidly changing Croatian market.
Interbrand developed a new positioning for Lero to create a
competitive profile and restore the brand’s relevance. This new brand
for fruit beverages offers the perfect products to meet very different
needs, whether quiet enjoyment, fruity refreshment or a healthy lifestyle.
This brand promise – Enrich yourself! – is carried through to the product portfolio,
which is divided into three categories: pure juice pleasure, refreshing fruit and functional fruit.
The Lero logo was carefully updated to align with the new brand
positioning. Two distinctive and striking packaging designs were
developed for the Saftgenuss and Erfrischung categories and a
unique bottle was developed for fruit juices used in the food service
industry. Podravka and consumers alike were impressed by the unique
brand promise as well as its interpretation at the visual and verbal
levels – the market clearly shows the fruits of our labor.