Design: Svoe Mnenie
Project Type: Produced
Product Launch Location: Russia
Packaging Contents: Soft drinks
Packaging Substrate / Materials: Can
Printing Process: Flexography
The task of Chernogolovka was to create and bring to the market a carbonated drink that could compete with such giants as Coca-Cola and Pepsi.
We started creating package for a new brand by researching the target audience and visual codes that fit into their daily life. Young people strive for new experiences and experiments, easily switch between brands, like to try unusual flavor combinations and prefer bright products that look spectacular on Instagram.
It is important for them to emphasize their individuality and be on trend. They talk in memes, appreciate bold humor and good jokes on the topic of the day. They live in the world of AI, AR, virtual influencers and neural networks.
In order to win the attention of a young audience in the soda category, you need to not only make a modern design but to induce a “wow” effect. Such a solution was the design of Fantola, which we developed according to plan “B” – we abandoned the mimicry strategy proposed by the client and developed the concept of a unique brand. We used the non-categorical Tiffany color in the design, which attracts attention and creates a bright spot on the shelf, and also created unique characters using elements from the usual visual field of the target audience – emojis, stickers and masks in social networks.
According to GFK, between January and August 2020, Fantola brand consumption grew by 24%, it attracted 4% of new customers in the soda category, and 72% switched to Fantola from other brands. The brand has become so popular that the company plans to expand the brand’s portfolio with products from other categories.