Deka is one of the many subsidaries of AM Group. Founded in 1991, AM Group is one of the first and largest successful businesses established in Albania. Today the group controls businesses that exceed 100 million Euro in investments with a significant impact on the country’s economy. Some of their brands such as Deka and Olim Oil are undisputed leaders in the market, while Citypark shopping mall is by far the largest and most modern in the region. Deka was founded in 1992, and mainly focuses on the trade of consumer goods such as food products, detergents, and soaps. In December 1995 the group decided to invest in a packaging line. This became the turning point for Deka’s future achievements. Now Deka produces a whole range of products such as washing powder (machine and hand wash), liquid detergents, bleach, laundry softener, and other cleaning detergents. With leading brands such as Elan, Dix, Sprink, and Prim Soft, Deka controls the largest share of the market in Albania, Macedonia (FYROM), and Kosovo.
In 2004 AM Group contacted Vatra and presented them with the task to visually change the brand image for Deka and their wide range of products, from washing detergents to personal hygiene and household detergents. As sellers of high-quality products, they needed to develop their brands to have greater efficiency. The changes in the brand identity had to reflect and best present the application of new technology and formulation, ecological awareness, as well as the financial growth of the brand.
Deka EnzyPower 9 – Market research and analysis was crucial for the design of the new packaging. Vatra redesigned the brand, considering an evolution of the logo to reflect changes of consumer attitudes and expectations, production opportunities and design strategies for this brand. A fresh-looking modern design was achieved by changing the lettering from uppercase to lowercase and with a more voluminous typeface body, which differs from previous Deka layouts. The background was kept white with main chosen perfume symbols to emphasize the detergent’s required results. The packaging information was reshaped to a new simple and clear design. Regarding their second brand Elan Automat, our team modified the brand into a shape that follows in the lines of the new layout. All packaging was developed to suit the content and its characteristics with representative colors for each element. An attractive color combination with dynamic shaping of the graphic background was applied. For the bleaching brand DIX, Vatra designed the packaging in a powerful and bold typeface suiting the color of the brand in accordance with the products content. Strong colors were also chosen for the labeling to express the product’s composition. The Prim Amor brand was designed considering the client’s request and, of course, product features. The product labeling reflects elegance, softness, and comfort through color and shape. A red color is chosen as the color of love (amor). The overall result is an attractive presence in the shelves of the stores and an easy brand to recognize. Sprink Floor Cleaner – Vatra created the brand in simple red typeface application, developing the brand for each product accompanied by real images, which express the specific perfume of the content. Transparent bottles were chosen to show the color of the liquid which makes it part of the labeling design. Dedicated targeted designs were also developed for DioDor and Deka Professional.
“Our cooperation with Vatra Design Consultancy has been perpetually successful. In every project we have had with Vatra, we have seen extraordinary skills of this team of professionals to interpret the essence of what we wanted to create. They have been able through their work and products to preserve the identity of the corporation with style and elegance. Vatra’s final product has always surpassed our initial vision. Not only do they generate unique graphic designing but also they are also very keen with the smallest details. They create products that are consistent, contemporary, long-lived and unique. I am fully pleased with everything Vatra has done for us so far and I really look forward to our next cooperation with them.” - Mr. Ani Xhafa, General Director at Deka plc.”