KOT AND DESGRIPPES GOBÉ A NEW APPROACH TO NUTRITION …

The KOT line launch into superstores and hypermarkets is aimed at transforming guilt-free dieting into a pleasurable experience and initiating new eating behaviour. Leading image consulting and brand management agency Desgrippes Gobe is defining the positioning and developping the overall expression territory for the KOT pharmacy brand for its launch into mass distribution.

(Paris, August 31st 2007)

A necessary concern
Diabetes: 30 million cases in 1985, 135 million in 1995, 300 million between now and 2025!
Obesity: More than 4 million obese people. 40% of the French population is overweight and suffers from long term consequences such as obesity, diabetes, high-blood pressure, cardiovascular diseases etc.
KOT: The joint ambition of two men, the founder, a diabetician and INSERM researcher and a “globe-trotting” businessman entrepreneur with a shared concern: creating a brand and a unique process for “dieting without sacrificing pleasure”.


An ambitious gamble
3 years of research with doctors, nutritionists and gustatory craftsmen to create a range of nutritionally irreproachable crêpes, “pommes noisettes”, pizzas and ice creams with a glycaemic index that is < 50 *).

Encouraging results
Frozen food items sold out within 3 days of their delivery to KOT boutiques!

 

Guilt-free diets with pleasure

KOT The first range of low GI crêpes, “pommes noisettes”, pizzas and ice creams. * (< 50)

A claim: Good! differently…  
A defined stylistic positioning: looks good, tastes good, feel good!
A graphic style to initiate new reflexes: “from less to better”
A KOT aesthetic: a signage brand and photogenic minimalist packaging
A unique process: low GI *
A memorable graphic icon: the “++ --” cursor
+ Protein + fibres - lipids - sugars
A new graphic and signage communication spirit for sales outlets.

* According to the Englyst analysis method: unique recipes with GI lower than 50 to help control blood sugar levels.

Create an original identity!
A stylistic dynamic
Enthousiastic communication for a committed brand
Towards a nutritional revolution

Launch date:
KOT boutiques: June 2007
Large and medium-size supermarkets: September 2007

 

Creation and realisation: Desgrippes Gobé
Brand director: François Caratgé
Creative director: Alain Doré
Consultant: Marine Guillou
Art Director: Véronique Tirard

About Desgrippes Gobé
Founded in Paris in 1971 by Joël Desgrippes, the company expanded internationally when Marc Gobé opened the New York office in 1985. Desgrippes Gobé recognized the importance of a global network and opened offices in Belgium (Brussels) and in Asia (Tokyo, Seoul, Hong Kong and Shanghai).
Desgrippes Gobé’s reputation was first built on pertinent creations for prestigious brands in the luxury and beauty sector and was soon confirmed with know-how in sectors as diverse as services, industry, fast-moving consumer goods, pharmaceuticals, fashion, leisure activities, banking and insurance, transportation and tourism etc. working with prestigious clients such as: Air France, AOL, Coca-Cola, Fauchon, Club Med, LCL, Boucheron, Neuhaus, Société Générale, Unilever, and many more.
With group sales totalling 31 M$ US and with more than 145 employees throughout the world, Desgrippes Gobé is one of the world’s top 10 branding and design groups. The Desgrippes Gobé network offers services in every brand strategy field with multicultural teams made up of strategy and communication experts that are design, multimedia and architecture specialists.


For more information:
Contact: Marine Guillou
Tel: 33 (0)1 44 18 44 08
Email: mguillou@desgrippes-gobe.com