HERCULES.
"Sausage and sausage packaging design"
About our client
“Natural sausages exist!” – states the creator of the Hercules sausage and sausage product line. The giant of the meat business, which occupies 24% of the Ukrainian market of semi-finished products can say that, because millions of Ukrainians entrusted him with their food! Having made sure that our customer’s products consisted of one hundred percent meat, salt, and natural spices, we began designing labels for their packaging.
Branding agency KOLORO has repeatedly created packaging design for food brands, including Globino, MK MK Myasnaya, Indelika and Landshmith. So we easily found a common language 🙂 Let’s see what interesting things we came up with this time and what came out of it!
Analysis of the Ukrainian meat products market
“If you don’t know your way around, don’t go into the water” – marketers told us and went to conduct market research. Thanks to them, we learned which brands are the most popular and what trends are currently flooding the market.
Analyzing the target audience of the Hercules brand
After our marketers provided us with data on the state of the Ukrainian meat market, we decided to find out: who goes to it? So we decided to do social surveys and also talk to focus group members.
Analysis of the brand’s target audience has shown that:
– sausages are bought when there is not enough time to cook;
– if there are no opportunities for cooking more complicated dishes;
– large families, where mom simply does not have time to cook for everyone.
All these people prefer sausages because they are cooked for a few minutes.
And this is faster than cooking dishes from raw meat, but at the same time very nourishing.
Social characteristics of potential buyers:
– age – from 20 years old;
– income level – average and above average.
Modeling the situation of purchase and consumption
Sausage is a product that is relevant 365 days a year. Meat semi-finished products are bought by young couples when they are busy at work and do not have time to cook dinner. Sausage is bought by moms to make sandwiches for the kids in the “brazok”.
And for New Year’s holidays sausage products are even more popular thanks to the salad “Olivier” and everyone’s favorite cuts of meat.
Sausage design trends
- European Concept – This is an understated style, the main element of which is the shapely trimmed edges of the sticker in calm colors.
- Leadership concept – According to the designers’ idea, the upper part of the label should be made in the form of a fabric of noble red color with a golden border. A border separates the red canvas from the black background with dark gray ornamentation.
- Modernist concept – Black circle with a gold outline, in which the Hercules logo is inscribed. The reception is effective, working just like the Lucky Strike pack design.
Terms of Reference: What it means to design packaging at KOLORO
Finally we got to the fun part – creating the design! Our account managers worked with our marketing team to create a detailed technical specification.
KOLORO concepts for Hercules products
Concepts for the perfect Hercules label
Having seen the technical task, KOLORO designers were not confused and proposed several concepts that could best emphasize the brand positioning and product features.
The client labeled all three concepts as suitable. That’s why our designers created a universal black circle with the logo for all types of products, and a white background adorned the labels of premium sausage varieties.
Pre-press preparation of packaging
Creative studio KOLORO created layouts based on the concepts and prepared them for printing.
The designers placed all the elements in such a way that the important elements were not on the cut line of the printing press. Other inaccuracies in the eyeliner are corrected by trapping.
Done
KOLORO designers created a laconic and modern label that unites all lines of Hercules sausages and distinguishes them from their competitors.
What brand of sausage products would you choose? While you’re thinking about it, you can order label designs from KOLORO and we’ ll create a brand for you that anyone would want to choose!
