Derrick Lin


Designed by :OTVETDESIGN, Russia.

We completed a big project for Samson company. One of the largest meat processing plants in the North-west needed an image renovation as a part of rebranding. The trade mark wanted to get rid of the “Soviet” enterprise shade and emphasize state-of-the-art technology without losing awareness and consumer confidence. An additional task was to draw attention to the fact that Samson, as opposed to the competitors, delivers carcass meat from Leningrad region only and thus guarantees its quality and freshness.

The first changes applied to the logo. It was critical to keep awareness but make the trade mark more up-to-date in accordance with Samson’s current positioning. We made logo lifting following “take everything extra away” principle: made color range more reserved, kept only the central, key image in the sign, chose more readable font.