The previous packaging design was well done and stood out on the shelf. But overall, the visual identity was more associated with meat restaurants than with the product itself. In addition, the communication did not reveal the essence of the product, and the packaging itself was replete with many inscriptions incomprehensible to the average consumer.
Our audit of the packaging made it possible to understand which layers in the design need to be pumped and strengthened. The visual layer was generally good, just a few extra accents were needed. First of all, we had to show the premium quality of the product, since its price was higher than its competitors and it was necessary to explain why.
We built the design around a contrasting black and red color scheme, adding an accent stripe that made the packaging eye-catching and personalized. We also enlarged the logo area and used a bold accent font for the title.
The effectiveness of the contextual layer has increased markedly, as we brought the main advantages of the product to the front part, explaining to the buyer that this is a premium product, and not ordinary birch charcoal. The back side contains an interesting storytelling about the features of the product. The characteristics of quebracho coal and its differences from ordinary coal are highlighted: long burning time, high density, less smoke and sparks. As a result of the redesign, the packaging became effective, revealing the essence of the product and the buyer became clear what he was paying for. Quebracho charcoal makes it possible to cook a steak at home like in the best steakhouse in the world and get a new bright gastronomic experience.
We also developed a communication strategy for brand promotion both offline and digital.