Zdorovye nazii ready meals
The Case
The “Zdorovje nazii” brand is great project of “Akulchev” company. One of the main goals of brand creation is Russian cooking traditions revival. There are plenty of flavors represented in the “Zdorovje nazii” product line. It integrates different cooking courses of many nationalities living on the Russia territory. All the “Zdorovje nazii” products are made of organic components and all traditional receipts are respected. Price segment of the brand is high – it's customary for “Akulchev” company.
The Assignment
To create premium brand that would be close and clear for consumer.
To underline natural features and national identity.
The Solution
Visual identity of the brand is based on creative photo using. It allows to show special features of national cooking and demonstrates tasty ingredients very well. Main color code of the brand is fresh green. It shows organic origin of ingredients and make customer feel product as useful and wholesome. The main idea of packaging design is segmentation, it helps to make visual composition easily. Such package manages customer attention.
Plenty of skues and wide product range make KIAN create effective navigation system on the package. In addition to colour differences between packages, it was made special icons to define each national cooking. Icon is easy way to symbolize cultural and cooking traditions of Russian nations.
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