BUTCHER STORE CHAIN
DISTINCTIVE UKRAINIAN BRAND
Background
The owner of the MK Myasnoy chain started out by selling meat under someone else’s trademark (Rogansky Meat Processing Plant). However, in 2014, after one outlet grew into a chain of several, he decided that he wanted to separate himself from competitors and create his own brand. With the idea, the owner, Alexander Skorik, came to KOLORO. The activity was planned to start in Kharkiv, as there were already outlets there, then it was necessary to expand to the West (including Kiev).
Task
KOLORO was required to create additional value for a new retail meat brand. It was planned to work in the economy segment, and the corporate identity had to reflect this orientation. The scope of tasks included:
- development of a trademark name and its registration;
- logo design for a chain of butcher stores;
- creating a corporate identity;
- Creating a brand legend;
- Developing a brand positioning and communication message;
- window dressing and store design
The customer has prescribed in the terms of reference 3 requirements for the naming of the store chain:
- 80 percent of the variants must contain the root “Meats.”
- 95% of the suggested title choices must be one word;
- the name can be in both Russian and Ukrainian.
The products were to be distributed throughout Ukraine, but it was planned to start from the east, as the company is from Kharkiv.
Decision
We started with a desk study of the meat and sausage market, analyzing:
- target audience;
- the customer’s potential competitors;
- current trends in corporate identity.
Based on our research, we proposed 4 options for brand positioning.
- Affordable, fair price (optimal value for money).
- Connection with centuries-old traditions, Ukrainian roots (meat is a product that has always been in the diet of Ukrainians and in 2017 is still considered a mandatory position in the Ukrainian food basket).
- Affluence (meat as a sign of a festive, rich, table).
- Creating an image around the person who is the owner of the company. You can use his last name to do that.
Guided by them, we proceeded to the next stage.
Step 1. Naming
We analyzed the names of existing competing companies. Taking into account all the customer’s requirements, we prepared and justified the following name variants for the preliminary presentation: “Myasno”, “Myasoteka”, “Myassorti”, “Vsemyasya” and “Okhoche”, as well as some other variants, read more about them in our article. Below you can see some naming variants and visual association series for them.
Step 2. Logo
After the customer approved the name, we selected about a thousand references and started searching for an idea for the store logo. Below you can see 3 final variants that we presented to the customer.
The first concept partially reflects the situation of product consumption. A graphic element was added to the sprawling font – a pot/potter. We chose a rich red color and placed the name at a slant. The logo turned out to be quite emotional and warm, it well conveys the mood we wanted to put into the TM.
Graphic logo with embroidery – the answer to the “Ukrainian trend” in packaging.
We made the letter “M” from graphic elements that resemble
curved ribbon and geometric shapes.
The blue and red concept combines two things: embroidery and geometric
elements.Here, the letter “M” is placed in the center.
The client thinks for a long time ... and finally chooses one of the options
Step 3. Corporate identity
After the customer decided on the logo, we finalized it and moved on to adapting it for different media and choosing the color scheme (variants of backing).
In addition, all variants of the logo design were visualized on signboards of different formats and POS-materials, employee uniforms, documentation and the store facade.
The Myasnogo logo is a registered trademark, all rights to it are reserved.
Result
The chain of meat stores “Myasnoy” has already expanded its presence beyond Kharkiv region, covering almost the whole territory of Ukraine with retail stores (besides Kharkiv there are points in Cherkassy, Sumy, Kiev, Dnepropetrovsk, Poltava, Zaporozhye, etc.). Ukrainian motifs and a simple recognizable corporate style helped the new brand to win the hearts of customers.
Summary
In the 21st century, a store is a place where consumers experience new emotions and impressions, gain experience, and get inspiration. Developing a retail brand for a chain of stores allows you to:
- to create the right atmosphere and set the right tone;
- solidify the overall concept of the brand’s design and style.
You can order brand creation in the field of retail at KOLORO. Here you will find what you have been looking for for a long time.
