Все свои (No strangers here)
Goal
To develop a federal brand of vegetables and fruit in a limited range of products
- Strategy
- Naming
- Design
- Communication
Market research showed
The growth of vegetables and fruit consumption in relation to the medical standard
-
Potato -25%
-
Vegetables +10%
-
Fruit +50%
- Norm
There is also a trend in healthy eating and orientation to the consumption of local vegetables and fruit. Our possibilities allow: to launch a wide range of products; to introduce a system for selecting, cleaning, and packing fruit and vegetables.
Core target audience
- A 21-30-year-old woman
- She estimates products by the appearance, smell, feel
- A passionate urban dweller looking after her health
- She spares time; dynamic
Target audience
- A 25-45-year-old woman
- She values quality and authenticity
- She looks after the health of her family, likes to cook
- Progressive and open to the new things
Competitors
Local competitors offer a limited range. The imported product is much more expensive and no name. There is no branding and promotion
Brand values
- Standard
- Taste
- Relation
- Hospitability
Brand essence
Selection system for fruit and vegetables
Positioning
Expert company whom enthusiastic city dwellers trust with the choice of convenient, tasty, native vegetables and fruit
Mission
To make the consumption of delicious domestic fruit and vegetables affordable and convenient
Brand character
- Role-model
- Honest
- Appetizing
- Social
- Modern
Future vision
The largest market player of quality fruit and vegetables in the domestic market
Brand metaphor is casting
Naming
Все свои (No strangers here)
Tag-line
Choose with taste
Packaging
Communication
The work is created within the framework of the training practice at the Higher School of Branding
It is an expert company. Enthusiastic city dwellers trust it with the choice of convenient, tasty, native vegetables and fruit
Beginning our work on the logo
1
2
3
Art director
Work on the option.
Designer
Ок
Working on the options
Art director
The tag-line text should be simplified.
Choosing the logo
Art director
We choose the option 3. Now the packaging.
Working on the packaging
Art director
A little bit empty, you need to add the drawn items.
New option
Art director
Tomato is good. On the basis of approved packaging, we adapt to the rest of the products.
Developing the assortment range
Art director
The logo is too big, a lot of illustrations. We may add some color to the white background. It will differentiate the product range.
Finishing the design
Art director
Option 2, but this packaging will suit the carrot. We use a net for the potato.
Incorporating the net
Art director
Potato is accepted, we adapt to the rest of the products.
Client
Great work, thank you! Approved!
Adapting
The work is approved!
The work is created within the framework of the training practice at the Higher School of Branding