Premiere Of Taste

Agency: Depot
Creative Director: Alexey Fadeev
Creative Director: Anastasia Tretyakova
Art Director: Stas Neretin
Art Director: Nikita Ivanov
Designer: Elena Ratner
Strategic director: Farhad Kuchkarov
Project Manager: Alena Baklikova
CEO: Alexey Andreev
Photographer: Irina Zavyalova
Executive Director: Ksenia Parkhomenko
Location: Russia
Project Type: Produced
Client: Magnit
Product Launch Location: Russia
Packaging Contents: FMCG
Packaging Substrate / Materials: Glass, paper

The tempo of life is increasing. Fast food, fast fashion: these concepts are a clear reflection of contemporary consumer trends. It’s a world without sacred cows, and even premium products need to be adapted to suit modern audiences, their attitudes and current communication channels.

Our brief was to bring the exclusive premium label of the Magnit store chain in line with the idea of ‘fast-luxury’. The Premier of Taste brand conveys the message of a dynamic, exclusive range of selected imported goods spanning various categories. The concept strives to maintain consistency across hundreds of SKUs, without compromising the flexibility needed to deliver the values of respective products.

The hare was chosen to embody the pace of fast-moving consumer goods, its long-held associations with heraldry exuding luxury and refinement. The visual system interacts with the product categories, creating a vibrant, dynamic range. It enabled us to put together an out-of-the-box private label with a unique emotional character, without the need to use the store’s own identity. Our design system clearly reflects the concept of fast-luxury and affordable premium products with dynamically updated range of products.

Our brief task was to bring the exclusive premium label of the store chain in line with the idea of “fast luxury”.