DS1 for the new “breakfast” by Lubyatovo

CLIENT AND TASK

Lubyatovo is a popular brand of breakfast cereals and cookies produced by the Chernogolovka Group of Companies, one of the largest FMCG companies in Russia. The brand has a traditional, soulful character, conveys family values ​​and traditions, combining this with modern confectionery trends. New unusual flavors and product formats appear in different lines of Lubyatovo.

DS1 branding accompanies the Lubyatovo brand, and this time the agency’s task was to develop the image of a new, unique for the Russian market flavor of breakfast cereals – “Bun with cinnamon”.

ANALYTICS AND TRENDS

The taste of the new product from Lyubyatovo is non-standard and is based on a cross-category approach: it is inspired by a product from another confectionery segment. Cinnamon itself is a popular filling, and among all varieties of similar flavors, “Bun with cinnamon” is in the top 2.

For consumers, sweet-flavored products are one of the ways to quickly get pleasant emotions, praise themselves, or recharge their batteries. Therefore, the confectionery market is focused on forming an emotional connection with the audience through details. “Cinnamon Bun” differs not only in taste and aroma, but also in shape – instead of the usual balls or flakes, curls are used that resemble buns themselves. The unusual and unique for the Russian market product format supports the aesthetics and bright emotions of the new product.

PACKAGING DESIGN AND FOOD ZONE

The palette of the new packaging consists of two main colors: a warm shade, referring to the cinnamon bun itself and its taste, forming associations with home comfort, and complementing it with turquoise – more dynamic and reflecting the mood of the new product.

The packaging emphasizes that breakfast is inspired by a sweet treat loved by many. An accent detail is the “Unique shape” stamp with an image of an appetizing bun. The idea is also supported in the details: even the quotation marks in the product name form recognizable “curls”.

However, the main element remains the breakfast itself. It is important for the audience to understand that, despite the unusual taste, the product can be consumed in the usual way, that is, as “flakes” with milk. Therefore, the food zone is designed in a traditional way: a ready-made breakfast with drops of milk is depicted on a stylish turquoise plate.

STORY GAME

How to reveal all the associations with a new taste in one package? Storytelling and familiar to consumers of ready-made breakfast games come to the rescue.

On the back of the package, in the format of a story game, there are question headings: “Whose crunch is like music to the ears?”, “Whose aroma awakens the appetite?” And friendly, as if drawn with chalk, illustrations enliven the story and add family warmth to it. All these details encourage you to spend time with your family and complement the cozy atmosphere with a “Cinnamon Bun” breakfast.

RESULT

The interactive design of the Cinnamon Bun allowed us to demonstrate the uniqueness of the product and attract the attention of both regular Lubatovo customers and new fans of creative tastes: «We gave our loyal consumers, who are used to the fact that “Lubyatovo” is a quality product and excellent tastes, a unique story and delighted them. And we also attracted new consumers who were tired of the usual formats and were looking for an unusual taste»