“KEY ATTRIBUTES - AN EXPENSIVE GIFT AND EXPENSIVE ALCOHOL - BECAME A STARTING IDEA OF THE CONCEPT ...”
BACKGROUND
AVK is one of the leaders in the Ukrainian confectionery market. Products under the brand name "AVK" have been recognized by consumers in Ukraine and Russia. Domior gift chocolates have been known on the market for fourteen years.
AVK is one of the leaders in the Ukrainian confectionery market. Products under the brand name "AVK" have been recognized by consumers in Ukraine and Russia. Domior gift chocolates have been known on the market for fourteen years.
CHALLENGE
Despite the fact that in the general structure of the confectionery products consumption boxed chocolates account for 8% of the market (data for 2013), the Domior brand had occupied its own unique niche - a status gift without romantic connotation: sweets are a present that will be positively received by men and women, as well as an ideal option for office sharing: strictly and tastefully. Moreover, it is emphasized in this case not only the taste of the presenter and the recipient, but also the taste of the candies themselves - with a hint of elite alcoholic drinks. But, unlike the classic alcohol, which grows in price over time, the modern world is changing dynamically. What was considered status and fashionable in the sub-premium segment yesterday changed the stylistic vector today. It was necessary to visually strengthen the positioning, update the design, emphasize the status of the Domior brand.
Despite the fact that in the general structure of the confectionery products consumption boxed chocolates account for 8% of the market (data for 2013), the Domior brand had occupied its own unique niche - a status gift without romantic connotation: sweets are a present that will be positively received by men and women, as well as an ideal option for office sharing: strictly and tastefully. Moreover, it is emphasized in this case not only the taste of the presenter and the recipient, but also the taste of the candies themselves - with a hint of elite alcoholic drinks. But, unlike the classic alcohol, which grows in price over time, the modern world is changing dynamically. What was considered status and fashionable in the sub-premium segment yesterday changed the stylistic vector today. It was necessary to visually strengthen the positioning, update the design, emphasize the status of the Domior brand.
SOLUTION
It was decided to leave the individuality of the packaging format as a recognizable constant. The food window, full of golden tinsel, but, in fact, not showing the product itself, was “draped”. Key attributes - an expensive gift and expensive alcohol - became the starting point of the concept: serving sweets as a gift box of whiskey or rum. The new design is dominated by restraint, classic minimalism, and concentration on the decorative details of the texture. The Domior logo has become more status, concise, got rid of the feminine "ruffle". And, despite the pronounced masculinity, the design is de facto universal.
It was decided to leave the individuality of the packaging format as a recognizable constant. The food window, full of golden tinsel, but, in fact, not showing the product itself, was “draped”. Key attributes - an expensive gift and expensive alcohol - became the starting point of the concept: serving sweets as a gift box of whiskey or rum. The new design is dominated by restraint, classic minimalism, and concentration on the decorative details of the texture. The Domior logo has become more status, concise, got rid of the feminine "ruffle". And, despite the pronounced masculinity, the design is de facto universal.
