FETA GREEK

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Sirtaki curd cheese is one of the first import substitution projects in Russia.
Today, Neva Milk, the leaders of the Russian feta market, is exporting the product
to the United States, China and the Middle East. Therefore, the issue of brand
renewal has become especially important.

We restyled the Sirtaki brand, including updating the packaging of the Sirtaki
Feta Greek product.

In the work on Feta Greek, we were faced with the task of isolating the product into
a separated brand. Prior to the restyling, Feta Greek was one of the components
of the Sirtaki brand, however, the company decided to rebuild the product from
the main line. We needed to create a unique Feta Greek face on the food shelf, strengthen its competitive advantages, but maintain the brand’s connection with
the existing loyal audience. The developed visualization created a brand identifier
with a new font. The created graphic complex of the logo, due to its shape, texture
of white marble and the font stylized as the Greek alphabet, interprets the appearance
of cheese and looks like a ceramic plate with a blue pattern, typical of Greek culture.
A significantly enlarged logo improves the readability of the developed identifier
in a small packaging format and a large advertising format.

We have shifted the focus of attention from minor visualization elements to cheese,
its authentic origin and characteristics. Large non-product packaging elements are replaced with a Greek salad image. “Perfect cubes?” Easy! ”— a selling motto that
actively attracts the attention of the buyer, and is located in the center of visualization.

The result focused on the main characteristics of freshness, lightness, dietary composition, ideal product structure. We have separated Feta Greek from the main
brand and from its competitors in the cheese segment. Feta Greek retained an interest
in the loyal part of the audience and increased attractiveness for new consumers.