Good Wife (Dobraja Zhonka)

Creative Agency: Fabula Branding
Project Type: Produced, Commercial Work
Client: OAO Minbakaleatorg.
Location: Minsk, Belarus
Packaging Contents: Grocery
Packaging Substrate / Materials: Plastic

Fabula Branding: emotional … grains and sugar designs for Minbakaleatorg.
Fabula Branding has developed the original trademark “Good Wife” (Добрая жонка) for OAO Minbakaleatorg.

The nationally oriented trademark “Good Wife” also stands out for its emotionality. The Belarusian-based name, visually embodied in a large font logo, is a colorful brand character that has become a central part of design, where all elements contribute to the effective build-up and distinguish the product from the competitors. Possessing a humorous image of a smart, a businesslike lady of the house attracts attention and increases the loyalty of customers. The “Good Wife” talks with customers in the language of well-known common phrases, which in turn are used as slogans. The category-specific development is carried out via the background color of the package, with the boxes showing respective names, and on some SKUs (Stock Keeping Unit) with the help of an original clear space in the form of the dress, which allows seeing the package contents.