A task
Realizing that the consumer expects new interesting product solutions from the brand, PRODO company decided to create a niche line of sausages for gourmets, highlighting it as a separate sub-brand "Grand Chef" and focusing on new bright flavors and innovative products for the market.
Our task was to differentiate the sub-brand from the main assortment of the Klinsky brand while maintaining a visual connection with the master brand.
Decision
The target audience of the new brand are people with an increased appetite for life, who value pleasure, taste, variety, who love novelty and experimentation.
Therefore, choosing a brand territory for positioning, we settled on the most suitable territory "Pleasure". The focus on one territory made it possible to visually differentiate the line, while maintaining a connection with the master brand due to its proximity to its brand territory.
The design of the new “Grand Chef” line is made with an emphasis on gourmet. Contrasting intense colors against a dark background draw attention to the packaging and make it bright and noticeable, in addition, they set the taste direction of each product. Separately highlighted product benefits block helps the buyer to understand the product benefits and make their choice.
Especially for the project, we held a photo session at StudioMart, one of the best studios in Moscow, specializing in food photography. The resulting images formed the basis of an impressive food zone.
The naming “Grand Chef” adds gastronomic chic to the line. These are not just sausages, this is an unusual delicacy with a bright taste.
"Grand Chef" perfectly complements the main brand, attracting an additional audience of gourmets and offering connoisseurs of legendary brand products new and interesting flavors.
