Branding agency Funky Business developed positioning strategy and packaging for the new brand of dry construction mixes "Starmix".
Ural has always been considered as one of the largest raw center in Russia. A significant role in the development of this industry was played by the Sukholozhsky cement plant, company with a century-long history. With the help of Sukholozhsky cement many buildings and architectural forms of Ural were built. Due to its historical heritage Ural plant has established itself in wholesale market of the region and today it is taking new frontiers.
The agency task was to develop brand of dry construction mixes for retail consumer. Using the packaging to convey the main difference from competitors — consistently high quality of product due to many years of experience cement plant.
The main graphic element of packaging is an engraving depicting plant, so we were able to consolidate the product of association with a strong and prosperous Ural company and at the same time avoid image of severity and contamination of industrial environment. As a result, a whole image of construction mixtures was created for those who value reliability and are proud of the native Ural.