Derevnya Podnovje

Creative Agency: Getbrand
Project Type: Produced, Commercial Work
Client: SPAR
Location: Moscow
Packaging Contents: Mayonnaise

Podnovye is a place in the Nizhny Novgorod region, where production of SPAR’s poduct is located. The mayonnaise is rarely associated with a local village product, so the main goal is to emphasize its naturalness and local origin.

There must be nothing superfluous in the composition of the mayonnaise. Everything is extremely simple – eggs, sunflower oil, mustard, sugar and vinegar. This is our mayonnaise – natural, homemade, from village products, without additives and GMOs.

The local origin of the product is reflected in the naming “Village Podnovje” and the subline “products of the native land.” In combination with the logo in engraving technology, the brand brings us into the associative field of a cozy and quiet village, where chickens are walking around in the open air, and the air is filled with the aroma of flowers. It is the place where that natural, homemade tasty mayonnaise is created.

Engraving illustrations of ingredients emphasize a simple and natural composition, and their light composition creates airiness, so that mayonnaise is not perceived as a heavy and fatty product.

Thanks to the laconic design and tranquil natural color scheme, mayonnaise “Village Podnovje” stands out prominently on the shelf and advantageously rebuilds its “local” positioning from other brands of the category.