Москва
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Новосибирск
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"Chipsoni Gold"
The Case
The “Sibirskiy Bereg” company was bringing into existence a new sub-brand for natural chips on the Ukrainian market, expanding the brand “Chipsoni” and increasing price. A “legend” was developed for the new sub-brand which stated that “Chipsoni Gold” are traditional chips that are prepared from natural potatoes by a unique “Golden Recipe”.
The Assignment
To develop an effective visual brand conception, reflecting a positive mood and the created legend.
To create a bright, attractive, and natural image of the brand, able to effectively attract the attention of consumers and level the negative feelings towards chips, as an unnatural product.
To provide differentiation to the sub-brand “Chipsoni Gold”, which are more expensive, and natural chips from “Chipsoni” behind which an image of cheap chips has already been established.
The Solution
First, a suggestion to part from the traditional composition of packaging chips was laid on the table. These standards were created by European brands and focus the consumers’ attention on brand and colors, while food styling is put in the background.
The developed visual brand conception for “Chipsoni Gold” by contrast, focuses the consumers’ attention to the product itself rather than the brand. This move has allowed creating an image that invokes trust and confidence in the naturalness of the product. Also, the appetizing and realistic food styling is an effective motivator for the consumer to purchase the product, which is especially the case for chips, as they are an impulse buy product, which is bought primarily for taste. In this project, the product area also carries out the function of color coded navigation through the product line. Each of the assorted flavors is given a color code, which is heavily supported by detailing in the food styling.
The introduction of monochromic art into the composition of the package performs two tasks: first, the images of people created a necessary mood and a powerful emotional charge, second, this composition graphically conveys the idea of brand positioning and the brand legend — “Golden” chips brightly stand out from the black and white background.