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About
Meat processing enterprise "Zhelen" was founded in 2003 in the Orenburg region.
Currently, Zhelen produces more than 170 types of sausages: boiled and boiled-smoked sausages, hams and delicacies. Of these, about 70 items are produced for export. The assortment allows to satisfy the most diverse needs of consumers both in terms of price and quality.
Task
It is necessary to develop a recognizable packaging design for a new brand of traditional dairy products, which will:
correspond to the developed positioning of the brand,
stand out on the shelf space, have a noticeable logo,
have a clear differentiation system between SKUs and product lines,
convey the main advantages of the brand and product,
be easy to adapt to other product categories.
Decision
Having several successful local brands in its portfolio, the company decided to launch a new brand that could stand on the shelf of federal networks and was aimed at an audience that appreciates the quality of the product and chooses the best for themselves and their families.
Many manufacturers, standing on a wide shelf, begin to save on the manufacture of the product, not paying due attention to quality control. Consumers have a distrust of the manufacturer, which cannot give them any guarantees and be completely transparent.
We conducted a brand audit using our author's «Three Layers of Efficiency» method and realised design weaknesses in a digitized format.
The first thing was to define the meaning, the philosophy of the brand. "Zhelen" - what is it all about? We flew to Orsk, held a workshop, worked out the positioning of the company, created many interesting ideas for product lines.
What did we get? "Zhelen" ifor the woman who chooses it is the best reward, because her family members thank her for the perfect choice of products, the atmosphere in the house, when everything is very tasty and everyone is happy. In such a state of happiness, a woman can give even more to her family, because she feels strength and energy in herself, she wants to be a mother, a wife, and “Zhelen” supports her in this.
In the logo, we wrote that “Zhelen is a family-owned meat deli factory”, emphasizing the craftiness of the products, that this is not just an impersonal brand, but a product made with love and care.
We put on the packaging information about the quality of the product and the author's recipes of the company's technologists. Through design, they talked about the serious control of ingredients, meat, production stages and taste. We kept the color of the logo, taking it as a basis, and changed the shape. Yellow is a bright color, we made an association with the morning, when we wake up, we start the day with «Zhelen» - it's tasty, healthy, satisfying, breakfast is supposed to be for the whole family. Everyone wants warmth, comfort, lightness, quality. «Zhelen» is just about this, about family. It takes care of you, and with his help you take care of your loved ones. This intimacy is attractive. These changes - the territory of the morning, an appetizing food zone, green fields on products will lure the buyer.
At the workshop, we give the “Parallel Worlds” technique, in which we look at other categories of products, who and how solves the issue of visibility, and what we can take from this for ourselves. The participants turned to the candy bar category and suggested the idea of putting sausage in showboxes to draw attention to the product. For the bar category, display in showboxes is one of the best options to attract attention, avoid chaos on the shelf, and present the product in a smart way. What if we put the sausage in a show box? A sausage label does not always allow you to place both the food zone and all the necessary information. A showbox is a great way to showcase your products in the most vivid and detailed way.
We took this idea and came up with a design for the showbox, placing an appetizing food zone in the form of a sandwich with cuts of various types of sausage on it. In this category, it is difficult to effectively show the food zone due to the small label, the showbox solves this problem, allowing you to draw maximum attention to the products.
The project turned out to be very large-scale, noticeable, and we are glad that all the ideas that were thought up at the workshop came true.
The effectiveness of the new design ranged from 88% to 90% depending on the type of product.
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