Design: Moloko Creative Design Agency
Project Type: Produced
Client: Minsk Margarine Factory
Product Launch Location: Global
Packaging Contents: Sauces
Packaging Substrate / Materials: Plastic
We managed to demonstrate sauce as an independent product and make it stand out on the shelf from competitors not only due to consumer insight. We conducted a competitive analysis of the shelves – first within the agency and then together with the client. We compiled a competitive line and analyzed each element on the front side to determine its significance and place on the package. Thus, each icon became not a random image, but an objectively justified tool that performs its important function. With the help of icons, we showed the consistency and appearance of the sauce, its important advantages, marking them in the form of a quality stamp, and also suggested options for dishes suitable for it, without using banal photos.
In the process of creating new packages, changes have also affected the previous logo. We moved away from strokes and developed a more modern shape that fit seamlessly into the overall redesign.
Comments from the representatives of the Minsk Margarine Factory on the results of the redesign of the Zolotaya kaplya sauces:
Minsk Margarine Factory expresses its gratitude to the staff of the creative agency Moloko for the high-quality and timely completed project on the redesign of labels for mayonnaise-based sauces of the Zolotaya kaplya trademark.
Thanks to the joint work, the enterprise has increased the volume of sales of mayonnaise-based sauces of the Zolotaya kaplya trademark to foreign markets by 1.5 times and increased consumer loyalty to the product in the domestic market.
What’s Unique? We buy sauce to add flavor to the dish. We want to experience this taste at the first glance at the packaging. We do not need a picture of a kebab, salad or fish – we already know which dish we will buy this sauce for and what taste we want to add to our day.
This insight became the basis for our idea to redesign packages for three sauces – cheese, mushroom and creamy garlic. We did not use images of typical dishes on the packaging; we showed the tastes themselves, which make up bright, dynamic, rich and tasty patterns that have become the main visuals on the packaging.