Lina is one of Russia's largest producers of frozen pancakes, semi-finished products and ready-to-eat food. The most famous trademark of the company, "S Pylu S Zharu", according to the research of GFK RUS, has the title of "Pancakes No. 1 in Russia".

Task

In 2023, Lina developed an innovative product for the market - chocolate pancakes with different fillings. The company approached us to create a sub-brand for this novelty. We were tasked with developing every step, from positioning to effective packaging design that would convey all the benefits and properties of the product. 

Solution 

We conducted our author's workshop " Vysoty" for the manufacturer of famous pancakes under the brand "S Pylu s Zharu". This is a strategic two-day session, during which we and the client's team work out the best ideas for creating the company's positioning and developing ideas for brand promotion. Together, step by step, we define the company's goals, immerse ourselves in the world of the consumer and develop a comprehensive branding and promotion strategy.

The goal of the workshop for Lina was to build a coherent and aligned brand portfolio. During the intensive session, the team fully developed the positioning and meaning for the new sub-brand, Fiero. This is a brand of dessert pancakes that are the perfect accompaniment to a cup of tea or coffee. 

- We understood the need for high-level branding for our products," says Elena Vitsina, Executive Director of Lina, "in terms of taste and quality, we take first place in all consumer tastings and studies we conduct. Now we needed to communicate the benefits of the product to our consumer. That's why we contacted GetBrand. 
 
With the help of the Growth Platform®, the author's strategic tool, we found that the "Pleasure" category would be the best fit for communicating the brand's core values. In designing the packaging, we tried to use elements that would not only highlight Fiero, but also convey the hedonic pleasure of the product.

The expressive logo and modern packaging fonts help to separate the customer's product from the competitors' product, because, as a rule, the store shelf of frozen foods looks monotonous and boring.  The "Taste the Pleasure" branding speaks directly to the consumer who wants to experience the ultimate level of bliss. The delicate color scheme adds emotionality to the offer and also places the product in the premium segment. 

The bright and appetizing foodzone showcases the different types of Fiero product. Each image of a pancake is cut at a certain angle, so as not to break its attractiveness, but at the same time to demonstrate the juicy filling, which no consumer can resist.  

We are happy to cooperate with Lina and will continue to tell you about the results of our fruitful cooperation with the No. 1 pancake manufacturer in Russia.