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A Special Collection – a Special pleasure!

About the project

Chernyshikhinsky meat processing plant is the only meat processing plant in the Nizhny Novgorod region, built in an ecologically clean area, away from the bustle of the city, among meadows and copses!

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Task

“Chernyshykhinsky sausages” is a beloved, trustworthy brand in Nizhny Novgorod. It is a national brand in the middle price segment and has high indicators of knowledge, commitment and loyalty.
 
The manufacturer decided to transfer part of the products to a higher premium price segment and make a separate line of meat delicacies.
 
Since earlier we had already successfully worked with the Chernyshikhinsky meat processing plant, we were commissioned to create  the packaging design.

Decision

The «Chernyshykhinsky Sausages» brand is perceived by consumers as natural, tasty, fresh and native.
 
But for the premium line, it was necessary to find new meanings and find a brand direction that would add perceived value to the brand. Since the target audience of the new brand is hedonists and gourmets, sophisticated in their gastronomic preferences, who like to try new products and follow modern trends. Today there is a big trend for natural farm products, but it is not enough to attract the right audience.
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Customer Insight: “Often this is too simple meal without frills. I got used to a different level, so I would love to purchase farm products of the gourmet format – meat delicacies that match my style and lifestyle. They must be at a truly premium level: refined and created by people who know a lot about cooking. For example, it can be author’s recipes of chefs or sausages created with their participation.
Using our tool “Platforms of Growth” we determined the territory of positioning and selected the territories of individuality and pleasure as the main ones.
 
A «Special Collection» was created according to the recipes of the famous cook Igor Artamonov, brand chef of the restaurant chain «Home Italy». We invited him to Moscow to do a photo shoot for packaging.
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Therefore, the packaging does not depict an abstract character, but a real person whom everyone knows and trusts. That fuels the audience’s interest in the new brand and in getting to know the new product.
 
The “Special Collection” naming developed by us makes it clear that this is not just a sausage familiar to everyone, it is a special pleasure and admirable meat delicacies. The line includes eight unique types of sausages and sausages made from natural meat.
The design was developed according to our proprietary methodology “3 layers of efficiency”.
 
In the visual layer, we focused on the food zone and taste, showed juicy slices of sausage surrounded by fragrant spices.
In the context clearly indicated the product category, composition and all the necessary information.
In the conversion layer, we brought out all the advantages and values ​​of the brand on the packaging, telling about the naturalness of the product and reinforcing copywriting with a photo of the chef with his personal signature.
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“Special Collection” is a collection of meat delicacies made from natural meat, which have an impeccable, rich taste.

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