In a healthy embrace

Creative Agency: Brandiziac Agency
Project Type: Produced, Commercial Work
Client: JSC Zelenodolskiy Dairy Processing Factory
Location: Russia

Challenge:
Develop a brand for healthy dairy consumption and design packaging 4SKU for infants (from first days after birth) and for babies 6+ and 8+ months. The challenge included the full brand development package: trademark concept, name, logo, original brand character and the system of diversification. Packaging of each product had to relay to buyers that it is designed for babies of a certain age.

In the Republic of Tatarstan JSC Zelenodolskiy Dairy Processing Factory’s market share of children products in its niche is 70%. It was achieved thanks to the numerous years of deserved trust for the local producer, and taking part in federal programs in supplying families with low income with baby food infant-feeding centres. But marketing research discovered that old packaging design lowered the level of trust to the product quality, and as a result consumers started to lean towards federal brands. The product had to be «dressed up».

Idea/solution:
The main value of the brand is caring for babies from the day they are born. Also it is safety and quality of the product. The new brand was created with the aim to expanding to the neighbouring regions and the Central Federal District. It is to become a helper of any mother, being as caring and attentive to the child, making the baby healthy and parents — happy. That imposed the specifics of a brand-character. He is more of an expert than a jolly fellow. And it played its part in choosing the name. As a whole they are to deliver the idea of the brand and evoke a faultless trust of the audience on an emotional level.The search for images and the creation of the brand’s name for baby food happened simultaneously. Out of dozens versions we chose the derivative of two words (hugs and mom) — «Obnimama». Hugs of the most important person in child’s life is a guarantee of a happy and healthy development. «Obnimama» became a self-explanatory name that lead agency’s designers to the emotional graphic solution.In modern culture the image of an elephant mother is connected with impeccable care and love for the growing baby. Thus we came up with a double image — of mother and child. The baby-elephant is the epitome of a carefree childhood, and as a result healthy sleep is the result of a tender care and eating healthy. It is not easy to embed a double image into a small brand zone of the product packaging. This resulted in this solution where «mother» substantively is partially present in the image, but the delivery was done using the bright image perception. We used traditional fonts and colour range; different SKU in the group are assigned with colour differentiation and distinctive decorative fixtures.