The Solution

Organized competitive analysis has revealed the main groats producers` issue - they all preferred to put a ready meal on the package instead of demonstrating usability and convenience of boil-in-bags. The finding helped us to develop a new visual identity, with a contemporary home cooking zone as a key element of the design concept. Thus one would see on the package an easy cooking process from boil-in-bag to mouth-watering meal.

New color scheme reflects an image of innovative and convenient product. Violet accentuates consumer's attention to the brand due to rare use of the color in the category, so you would easily spot it on the shelf.

The "Sama-varka" brand name (which literally means “Self-boiling” in Russian) is playful and tuny, yet communicating the key product benefit - fast and easy cooking.