Krupno

Agency: SUPERMARKET branding agency
Art Direction: Konovalov Denis
Creative Direction: Vagina Ann
Account Management: Vagin Alexander, Markova Ksenya
Design: Lazareva Valentina, Kovalenko Maxim
Location: Russia
Project Type: Produced
Client: Krupno
Product Launch Location: Russia
Packaging Contents: Ready-cooked porridge
Packaging Substrate / Materials: Paper
Printing Process: Offset printing

Current market players are mainly using the same visual package patterns as fields of wheat, nature, and other typical category signs.

Therefore, we decided to avoid the same approach and create a brand with the unique concept and strong brand visual patterns. Key aim was to get the idea of naturalness and consumer utility that there are lots of microelements inside of every corn.

We are proposing to use the metaphor of Russian nesting doll which is very popular not only in Russia but noted throughout the world. Nesting doll is the symbol of motherhood, family and fertility and is always handmade. It is expressing brand philosophy – more benefits inside of every corn, as well as the nesting doll consist of small nesting dolls inside it.

New product design looks outstanding, unique and positive, easy-to-find on shelf. Every nesting doll has its own color code and unique pattern, representing a corn. Brand identity is good delivered, creating a strong emotional connection with the consumers. As the result, rebranding has helped the company to list the product to the biggest retails and increase sales. Further plan is to launch a new category (flour) under the same brand.