Kirieshki Light
The Case
In the fall of 2006, a transnational company with a brand oriented at youth as its target audience, entered the dried bread (suhariki) market, which threatened the “Sibirskiy Bereg” company’s “Kirieshki” brand, which was perceived as traditional, hard dried bread without clear positioning. In light of these events, a decision was made to develop the “Kirieshki Light” brand, with modern and technologically advanced product offerings aimed at the same target audience.
Kirieshki Light
The Case
In the fall of 2006, a transnational company with a brand oriented at youth as its target audience, entered the dried bread (suhariki) market, which threatened the “Sibirskiy Bereg” company’s “Kirieshki” brand, which was perceived as traditional, hard dried bread without clear positioning. In light of these events, a decision was made to develop the “Kirieshki Light” brand, with modern and technologically advanced product offerings aimed at the same target audience.
The Assignment
To design and develop a design conception to reflect the positioning of the sub-brand, corresponding to the mentality and needs of the target audience.
Решение
The visual brand conception was developed based on extensive analysis of the interests, needs, and moods of the target audience. The overall composition of the package and each of the elements of design are perceived by consumers as modern and are in the current trend: bright, and saturated colors on a metallic background, the background graphics contain a dynamic logo. The inside of the package was to be silver, which allowed the use of formed stereotypes on the consumers market of visualizations of ease, established by global brands of non-alcoholic drinks and snacks. The grapheme addition “light” symbol draws attention and supports the idea of a light and high-tech product.
The product navigation system was created by adding a color code to each of the flavors with additional support by food styling, which took up a large part of on the packaging - before this project, food styling was not given much attention at the “Kirieshki” brand, and more so, the biggest competitor did not at that moment use images of fresh and natural products for product navigating, but rather substituted with pictograms, which gave a big push ahead to the sub-brand of “Kirieshki Light”.
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