Getbrand updated the packaging design for Myasnitsky Ryad

The designers developed the brand strategy, the packaging design of the three product lines, the key image and the brand book.

With the help of their "Three Layers of Efficiency" audit, the agency's specialists identified the main problems in the current design: low visibility of the packaging and logo, lack of an appetizing food zone, perception of the product as cheaper, lack of visual differentiation of products within the line, poor communication of meanings.

After the audit, they started developing the brand platform. After the development of positioning hypotheses, it was determined that the key territories are the territories of "Control" and "Comfort", which are responsible for guaranteeing the safety, freshness and taste of products, the additional one is the territory of "Accessories", which allows adding more emotionality to the rational advantages of the brand and product.

The final hypothesis of the brand platform was: “in today's changing world, few people can take responsibility for what they do, what they produce. And despite the fact that everyone promises (both quality and taste, etc.), no one gives guarantees. Producers often "chemically" change compositions, making consumers even more worried about the quality and safety of products, and thereby undermine their confidence in the entire category of MEAT products. And the Myasnitsky Ryad company guarantees the stability of taste and quality.

The new logo has become more concise, clear and expressive. Due to the contrasting label, the products stand out on the shelf perfectly. Smooth, “reliable” fonts are used to describe the characteristics of the product and control its quality. An appetizing food zone demonstrates and highlights the product itself, and also emphasizes the brand's positioning - getting "life's small joys" through taste.

In communication through the brands "100% natural composition", "without GMOs and soy", the topics of guarantee, stability, reliability, as well as enjoying life with loved ones without fears and nerves are revealed. Pictograms add emotion to the packaging and show how easy it is to prepare the product. A single brand architecture makes it easy to differentiate products within the lines due to color, arrangement of visual elements and font solutions.