Together tastes better: developed a new meat products brand

“Ipatov” is a Russian-based company from Krasnodar Krai that has been producing cheeses since 2016 and meat delicacies since 2021, being guided by the recipes and quality of time-tested European brands. Products of the “Ipatov” brand are being bought from the “Azbuka Vkusa”, “Perekrestok” and “Miratorg” stores to treat oneself as well as the guests and to create a small personal gourmet “feast”.

The task

In 2023 the company came to Ohmybrand with a task of creating a new “everyday” brand with the familiar to a Russian customer components: bacon, ham, frankfurters and sausages. It was important not to step into the premium segment all the while preserving the “Ipatov” brand’s DNA – respect for the customer, excellent taste and quality of products.

What did we do:

1. Came up with the brand name “Za kompaniy” (“Join in”). This gives it a feeling of coziness, familiarity and a pleasant time spent together.

2. Came up with the visual concept for the new brand. Came up with a logo and design ideas for different packaging formats. We used an unusual for this category of products orange color in order to draw attention to a new brand in the complicated market and distinguish it from the already well-known major players on the shelf. Moreover, orange is associated with warmth, strengthening the friendly, family ToV of this brand.

“We thank the Ohmybrand team for the cooperation and a thoughtful individual approach in the search for the color solution and in all the neat details of the project, this approach is really close to us. After the development of the brand we conducted in-depth interviews with customers and received positive feedback. The commencement of sales under the “Join in” TM began last autumn and we already are available in “Azbuka Vkusa”, “Perekrestok”, “Miratorg”, soon we will be in other federal networks”. — Olga Martymuk, brand-manager “Ipatov”.