Derrick Lin


Design: CBA NVM
Location: Russia
Project Type: Produced
Client: X5 Retail group
Product Launch Location: Russia
Packaging Contents: Cheese
Packaging Substrate / Materials: Carton
Printing Process: Flexography

The mission:
X5 Retail Group, one of the largest russian retail group asked us to developp a new cheese brand for their private label segment: Montarell. We were asked to create the name, the identity and the packaging design for the entire range of products. For now, Montreal line includes 3 types of cheeses: Brie, Camembert and Goat cheese.

The solution:
The most important point for this project was to be able to show at the same time a touch of France in the design and make the consumer feel the premium quality of the products.

First we came up with a name, Montarell. A name that sounds typically French but would be at the same time easy to pronounce in Russian. As for the design itself, we created a craft, premium style that shows the quality of the products with a touch of French colours in order to remind the origin of the products and the French savoir-faire.