Creative Agency: Getbrand
Project Type: Produced, Commercial Work
Location: Moscow, Russia
Packaging Contents: Ice cream
Packaging Substrate / Materials: Paper, wood
Volga Ice approached us with a classic request to redesign the packaging. But together we created a whole portfolio of brands for the company. Each of them – with its target audience, a clear strategy and a vivid character. The most sensual of them – Feel More – is created to tempt.
As a result, the client received a fashionable premium brand of ice cream, which has no competitors on the market full of standard offers. Feel More – ice cream for those who know how to get everything from life!
Volga Ice, a regional producer of ice cream, initially contacted us with a request for redesign. The customer had a product – Cheboksary ice cream, which is in demand at the regional market, but has no prospects for entering the federal without a redesign or creating a new brand.
We visited the plant to see the production and it became clear that the project has great potential. There was a need to conduct a comprehensive audit to make strategic decisions, identify trends in the market and determine the vector of brand development.
In a situation where the client is at a crossroads and does not know where to move further, we offer him a our unique workshop “Height”. Within 3 days of collective brainstorming involving all the people responsible for production, selling and promotion, we define the goals of the client, the needs of the consumer, develope a comprehensive promotion strategy. The customer receives a ready-made solution – a project (perhaps even a few) and a clear understanding of how to implement it.
About 30 people took part in the workshop in Cheboksary, among them there were technologists, logisticians and the general director of Volga Ice. During the training it became clear that one brand, which was supposed to be initially, is not enough. By investigating needs and insights of the consumer, we identified 5 completely different brand-directions, each of them with its own audience.
Due to the need for exclusive and unusual tastes, the concept of the product and brand «Feel More» has grown.
«Feel More» is a luxury offer for a sophisticated audience that appreciates originality and new impressions. For whom the taste is above the cares of the figure, and the food is one of the rituals of pleasure. It’s not just ice cream, it’s a real author’s dessert. You might think that it was designed by French chocolates for a fashionable confectionery.
The invitingly attractive product area mentally sets up for anticipation of pleasure. Close associations with gloss and jewelry adorn the association with the world of luxury and life.
Bright, sensual, luxurious. Feel more.