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About
The Ice company is one of the largest enterprises in the Atyubinsk region (Kazakhstan), engaged in milk processing since 1999. Today, on the basis of the partnership, a dairy cluster “from field to counter” has been organized.
Ice-plus LLP is the only milk producer and processor in Aktobe region with a closed production cycle “from farm to counter”.
Task
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.
Decision
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.
Therefore, the change in the logo did not become cardinal, but we made it significantly stronger, clearer. The brand's name is now written in capital letters and we placed it on a gold ribbon, immediately adding premium and luxury to the design.
It was important for the company to communicate that the ice cream maker is a well-known company with its own history, which produces many other dairy products and occupies a large market share. We did not change the composition, and left the spoon from the past design, but refined it and removed unnecessary elements that distracted attention. The spoon turned gold and we put a delicious scoop of ice cream on it. The dark brown background combined with gold gives great contrast, and the packaging immediately looks expensive. This architecture applies to all lines of Martukskoe ice cream. We divided the brand area and the product area, which was not in the previous design, which made the design clearer, more structured and most importantly, more noticeable.
We hope that this redesign will help the company to increase the frequency of purchases at the point of sale.
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