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Frozen Foods "Domashnie Sekreti"
The Case
In the beginning of 2008, the “Sibirskiy Gurman” company made the decision to establish a new brand, “Domashnie Sekreti” combining the company’s best products from the most popular commodity groups - pelmeni, manti, hinkali, and stuffed crepes. Each product possesses a key property which formulates its’ individuality.
The Assignment
To develop a visual brand conception for “Domashnie Sekreti”, able to unite a large quantity of heterogeneous products and at the same time reflect the unique properties of each position.
In the interests of raising brand awareness of “Sibirskiy Gurman”, the designe conception must contain the trademark of the producer, which in this case acted as brand-endorser.
The Solution
KIAN brand agency developed a system of brand identity for “Domashnie Sekreti”. An idea was to visually divide the package design into blocks: a region of corporate identity for “Sibirskiy Gurman” and the umbrella brand “Domashnie Sekreti”, as well as a region for product identity. For each SKU, an author’s illustration was developed, creating and emotional image, reflecting the individuality of each product. In this way, multiple heterogeneous products were united with a single visual concept and formed a firm area of the “Domashnie Sekreti” brand in the consumers’ refrigerators. This particular visual solution is unique for the frozen foods segment, which is what allowed it to stand out from competitors and gain the attention of the consumers.