The SPAR chain of stores has launched its own trademark in fish category and commissioned us to create a design.
Task
The fish segment is developing rapidly today. It was necessary to create a bright brand appealing to naturalness, quality, freshness. Due to the fact that this is not the “cheapest option”, we needed to create a full-fledged brand that meets the expectations of customers for whom the cost-quality ratio is important.
Decision
At the heart of the logo is a chevron, which reflects the marine theme and instantly attracts the eye. The combination of blue and white colors strengthens the association with the sea and, accordingly, with seafood. After the challenge arose to dissolve the design to the entire line, including fish delicacies, we added to the packaging trendy food-zones on wooden boards surrounded by ice and spices. We had a photoshoot in the studio of Sergey Martiyakhin, the leading food photographer in Russia.
While working on the design, we imagined the captain of a fishing vessel that goes to sea every day to feed us with fresh tasty fish on the table. For him, fishing is a matter of life. This is reflected in the packaging and name.
The main audience of the brand is women and men, gourmets, loving new impressions and culinary experiments. Therefore, the main communication is to get unforgettable taste as in a first-class fish restaurant and be confident in the quality of the product.
Effective expressive design allowed the “Rybnoe Delo” brand to take its rightful place in its niche and attract the attention of the right audience.
