Going to foreign markets is responsible step, that requires serious preparation. Therefore Passim asked us to develop new positioning and modern packaging for their products.
Inspired by trip to the factory Passim in Novosibirsk, we saw production and plunged into workflow. We held several workshops, talked with employees, studied the competitive environment.
As a result the logo was replaced by more universal one. We choose Latin writing, that is easy to read both in Russia and abroad. The old slogan “Delicious tradition since 1991” has changed to “Inspiring gourmets since 1991”, this is the main emphasis of new positioning, the verb always strengthens the emotion. The wooden spoon with image of finished product symbolizes naturalness, it reflects the brand values.
The window on the front of the pack shows that groats are crumbly and not in the cooking bags. By the way, we still have to develop packaging. The chip of box — spout on the left, allowing to pour groats into a pan, it was accented with red.
Passim groats in new packaging have already appeared on the shelves of Russian stores and will soon appear abroad.
Art-director: Ilya Tumaikin
Designer: Sergey Ryadovoy
3D, retouch: Konstantin Simonov
Project manager: Valeria Borovkova, Yulia Ugrumova
Бренд-стратег: Михаил Анкудинов
Арт-директор: Илья Тумайкин
Дизайнер: Сергей Рядовой
Ретушь и визуализация: Константин Симонов
Руководители проекта: Валерия Боровкова, Юлия Угрюмова
Этапы проекта: Сбор и анализ информации; Дизайн-исследования; Позиционирование бренда; Разработка слогана и тональности; Система визуальной идентификации (фирменный стиль); Разработка упаковки; Документация бренда.