Derrick Lin


Design: Clёver Branding
Location: Russia
Project Type: Produced
Product Launch Location: Russia
Packaging Contents: House goods
Packaging Substrate / Materials: Plastic, cardboard
Printing Process: Flexography, offset

Concerns about climate change, toxicity and waste have begun to influence consumer behavior around the world. The share of those expecting environmental protection from brands is increasing, and this is pushing companies with a wide variety of products towards “new brands” – sustainable production and consumption.

In recent years, manufacturers have heard more and more clearly the ecological demand of buyers. In 2017, a GfK Consumer Life study found that 73% of shoppers demand environmental responsibility from businesses. Especially often, according to a study by the Ecological Union and Ecobureau Greens, green is sought among the following products:

  • food (83.6%),
  • household chemicals (74.1%),
  • cosmetics (63.8%),
  • clothes and shoes (26.6%),
  • goods for children (24.9%),
  • goods for repair (15.7%)

According to Nielsen, about 30% of consumers say that labels on packaging “natural”, “organic”, “ECO” – are an additional incentive to buy. The need for environmentally friendly goods and products in large cities is obvious. Therefore, the Perekrestok brand management team decided to develop Home Story into an ECO brand.

Now every 8th product in the non-food category at the Crossroads checkout is a Home Story, about the development of which we wrote in our longread. The question of brand architecture arose: how much should the new brand be visually and meaningfully related to the maternal brand Home Story? Home Story is presented in the categories of active household chemicals and products made of simple polyethylene, so trying to work with the IVF category in the same identity would be strange and definitely would not work.

Home Story ECO is associated with the parent brand on the endorsed principle: the brand has a completely independent identity, but the parent brand logo is clearly indicated. This approach is common in FMCG. For example, Kellog’s is developing its brands with a similar approach.

The design of Home Story ECO is based on a craft background, to which the consumer in large cities is already accustomed, an imitation of a leaf-shaped window and hand-made fonts. All these techniques together create the image of ECO products.

When developing this brand, the peculiarities of the retail in which this brand will be presented were taken into account: stand out among competitors on the supermarket shelf and the readability of the design on the scale of the online marketplace.

Now the brand is presented in 5 SKUs on the shelves of more than 800 Perekrestok supermarkets.