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EuroChem Premium Design Guidelines


EuroChem's core is within fertilizer business, where company are one of just a few globally offering a full range of standard nitrogen (N), phosphate (P) and potash (K) fertilizers, various blends, as well as a number of advanced products such as complex compounds, inhibited and water soluble fertilizers. In total, company's fertilizer range consists of more than 100 SKUs.

While single Essential Plant Nutrition™ brand was developed for all of standard products, for most premium products it was necessary to develop their own brands, or use a previously developed portfolio of brands. Along with that, to further strengthen the sense of unity of all EuroChem premium fertilizer brands, the new identity should assumes not only same principles for building the family graphic, but also same rules for building a brand logo.


Before 2019, all EuroChem products had a unified branding approach. This solution was great in terms of consistency but very limited in terms of brand differentiation. The design did not involve any storytelling and there was no way to highlight benefits and specifics of different product brands, which is of great importance in the premium segment.
​​​​​​​The new approach to premium brand identity builds on the historical pyramid shape, which became recognizable by clients over time, but adds a new dimension to every brand family to highlight its uniqueness and purpose.


Product logos, symbols, and graphic
Within the premium product family, several product categories coexist (e.g., NPK fertilizers, water-soluble fertilizers, fertilizers with nitrification or urease inhibitors, etc.). Each category can have one or multiple brands. When introducing novel products or entering new markets, the creation of new brands within specific categories is often essential.

A separate section of the guidelines outlines the general principles of developing of the logos and product graphics for new products. This approach ensures the harmonious coexistence of all the company's brands within its product portfolio.


Despite the overall focus on standardizing logo compositions, the company's three key brands retained their unique graphics, which were nonetheless adapted to adhere to the common principles.

Some regional brands or products with very small production volumes do not require their own unique identification. For such cases, we have implemented a unified approach that enables the creation of simple logos using a common modular grid.

Packaging
The design system principles for premium products allow the creation of packaging layouts across a wide range of sizes, which is necessary due to the varying volume of different types of fertilizers despite having the same weight. Additionally, the design easily adapts to both bags of 25–50 kg and FIBC big-bags of 500–1000 kg.

The guidelines provides a step-by-step description of the packaging layout creation process, including the placement of various technical and regulatory information, as well as accompanying marks and safety signs. Regardless of the brand and product line, a unified visual appearance is maintained for all premium products.

The core of the design system lies in principles that describe how product graphics should be adjusted according to the packaging's height.
​​​​​​​High-quality reproduction of multi-color graphics on FIBC big-bags is challenging due to technological constraints. For such cases, product graphics and all product logos were adjusted for single-color reproduction.


Advertising and promotional materials
Printed materials for all premium brands are created using consistent approaches. This takes into account the significant variability in both publication formats and their content. The most commonly used formats include advertisement strips, leaflets, trifold brochures, and booklets. However, the principles described in the guidelines are also applicable to large-format advertising, online advertisements, or video clips.



Conclusion
The work initiated in 2019 has led, through several iterations which took more than a two years, to the development of a 125-page full design guidelines for EuroChem's premium products. Despite completing the first version of the guidelines, this work continues. New products are introduced, necessitating the creation of new brands; packaging layouts are continually updated in response to evolving market requirements in different countries and changes in legislation; new marketing objectives require the revision of advertising and promotional materials, and so forth. Often, new tasks prompt new solutions, which, in turn, necessitate updates to the design guidelines.

The full design guidelines for premium brands has become a convenient tool not only for the company's designers but also for marketing and sales professionals. It provides a full understanding of the brand image and the existing visual design tools, simplifying and expediting responses to changes in market demands.


EuroChem Premium Design Guidelines
Published:

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EuroChem Premium Design Guidelines

Published: