The ICE company is one of the largest enterprises of the Aktobe region (Kazakhstan) engaged in milk processing since 1999. Today, a dairy cluster "from field to counter" is organized on the basis of the partnership.
ICE-plus LLP is the only producer and processor of milk in the Aktobe region with a closed production cycle "from farm to counter".
The Grain Holding company commissioned us for the redesign of its flagship flour Ryazanochka.
Among the tasks assigned were the following:
• to allocate a logo area on the front side of the package, which will increase the visibility of the package and the brand memorability among the buyer,
• to highlight the positioning and advantages of the brand,
• packaging design should be categorical.
We began work on the project with an audit of the packaging of the current design, during which we identified a number of shortcomings, the main one of which was insufficient visibility on the shelf.
From a distance, the design looked like a dark light spot, due to the color scheme dividing the packaging into a dark blue part with a photo and a white part with a category written. It was not very clear what the brand was, and the benefits of the product were not disclosed. Speaking about the emotional component, the dark photo of the stormy sky and wheat field did not create a positive impression on the brand.
We have created a consistent design in order not to risk the brand's leadership position in the market. We made the snowman himself more noticeable by slightly changing his appearance, making him friendly and giving him a cute smile. We added a food zone in the form of an ice cream cup, which the snowman holds in his hands and seems to be holding it out with the message "try it". The food zone helps customers feel the taste of ice cream until the moment when the product is picked up.
On the back side, we demonstrated the advantages of the manufacturer, placing them on a kind of scale: these are our own pastures, high-quality raw materials, proven milk suppliers, and delivery to retail chains within 48 hours. The story about the benefits helps to increase brand loyalty and demonstrates to the consumer that this is a serious ice cream manufacturer in front of him, which has its own raw material base and controls quality at all stages.
As a result of the redesign, the Drujok became more visible on the shelf, changed his image, and a food zone appeared. We have seriously improved the efficiency of the design, which affected sales – Drujok has increased his share in the market of Kazakhstan.