The design consists of three parts, consistent with our “3 layers of efficiency” methodology, thanks to which our customers achieve their goals through the brightness of the design, visibility on the shelf, clarity and persuasiveness that converts the consumer into a purchase.
The visual layer — in the meat department, the Yasnaya Gorka brand’s products are immediately striking due to the contrasting design consisting of three elements — craft paper, a bright catchy logo similar to a geotag and a cute country landscape made in green tones, creating a mood of comfort and harmony.
The effectiveness of the contextual layer is achieved primarily through a bright and memorable design and a clearly defined category. Thanks to the large “loud” logo, the products stand out among all federal and local manufacturers.
The conversion layer contains the descriptor — “tasty, healthy, environmentally friendly”, the product benefits written at the bottom of the label and ease of preparation when it comes to sausages, and the benefits and taste that highlight the ham and sausages. An effective conversion layer covers all customer objections and answers the question of why he should buy this product.
In a short time, Yasnaya Gorka managed to become a federal brand and become a rating brand in Prodo’s portfolio, bringing shareholders a large market share in the category of chicken meat and delicacies. We have met all the goals that were set before us, and the client achieved the planned indicators in terms of revenue and market share.
Today the Yasnaya Gorka brand is the No. 1 brand in terms of sales in the “Meat Poultry Gastronomy” category in the Russian Federation. The brand’s products are sold in 28 regions of the Russian Federation.