"Palieva N.I." is a brand of plast cottage cheese "Novogurovsky Dairy Plant", producing high-quality dairy products, which can be seen in large networks and popular online markets. The company is responsible not only for the high standards of the products, but also for their naturalness, which gives the peculiarities of the rich flavor.
Task
A producer applied to us for a redesign of the packaging of plastic cottage cheese "Palieva N.I.", which has no direct competitors in its category in federal networks. Getbrand team had a task to help the brand to take a successful position with the help of visual communications, increasing the frequency of purchase of the product, as well as emphasizing all its advantages.
Solution
The FMCG market is oversaturated with the number of offers, which is why it is important for brands not only to stand out from the competition, but also to be memorable to the consumer. Packaging design is a powerful tool to interact with potential customers and convince them to make a choice in favor of a certain product. Effective visual communications is an opportunity to build a long-term relationship with your audience so that your brand becomes a category leader. This is exactly what the Getbrand team achieves with the help of the author's methodology tools.
The specialists of our agency take a comprehensive approach to the fulfillment of tasks of any level of complexity, which is why the development of the Palieva N.I. brand packaging design began with an audit of the design effectiveness using the patented "Three Layers of Effectiveness" tool. The results showed low scores on all three layers - visual, contextual and conversion - as the old packaging did not in any way broadcast the brand values, its benefits, and did not stand out on the store shelf.
The design of "Palieva N.I." should reflect the brand's sensitive approach to product production, because one of the guarantors of personal responsibility is the name itself - the name of the chief technologist. "Novogurovsky Dairy Plant" cares about the composition and quality of goods, that is why the most suitable areas of the "Growth Platform" - the authoring tool of the agency - are "Control" and "Comfort". In other words, this is a brand that thinks about the consumer, his safety and the fact that his diet consists of natural products.
The center of the composition of the package design architecture is a large white letter "P". Despite the fact that it is visible from afar, the letter does not draw attention from the main information on the front part and is a background element. The handwritten painting of the technologist emphasizes the responsible approach to the production of the product.
Appetizing fudzone demonstrates the product and causes a desire to taste the delicate flavor of cottage cheese. Bright, but unobtrusive and pleasant colors attract attention, especially on the store shelf. The product looks modern among traditional curds: the consumer simply cannot pass by such a color contrast.
The updated look is a confirmation that even on the shelf of the classic category it is possible to look relevant, modern, and most importantly - effective.
