The renaissance of the folk culinary traditions of the Russian empireThe Zdorovie Natsii (Health of the Nation) brand is a large-scale project of the “Akulchev” company, one of the main objectives of which is to revive the culinary traditions of the peoples of the Russian Empire. The brand’s product range brings together a large number of product lines, formed on the basis of belonging to a particular national cuisine. All products sold under the brand name "Zdorovie Natsii", are made only from natural ingredients, in strict accordance with traditional national recipes, without the use of artificial ingredients. The brand belongs to the premium price range in keeping with "Akulchev" traditional policies. TASKKIAN was tasked with creating an image of a quality brand, close and clear to the modern consumer, at the same time placing emphasis on both the natural and national aspects of the product.SOLUTIONThe visual concept of the brand concept was based around the use of artistic photography, revealing the peculiarities of national cuisines and displaying the key ingredients in sumptuous detail. The main color-scheme of the brand is focused around the colour green, accentuating the freshness and naturalness of the products, creating a sense of usefulness and safety. The basic idea for the design of the packaging concept was block division, allowing the visual information to be clearly structured and helping to manage the consumer's attention, highlighting the most important aspects of the product. A large number of sku and product lines in the range of brands necessitated the development of an effective system of navigation. For this purpose, in addition to clear colour navigation, icons were developed to serve as identifiers of national dishes. Each icon represents a simple method of symbolizing the cultural and culinary traditions of the peoples of the Russian Empire.
