LANSHMIT
"DESIGN A SAUSAGE LABEL IN A WEEK."
Background and challenge
Inco-Food was founded in 2001, and a year later it produced its first batch of meat products. Today it is a large enterprise that produces products under two brands – Inco-Food and Belarusian Traditions.
Representatives of Berdychiv branch of Inco-Food Company turned to KOLORO branding agency with an interesting task – to develop sausage label design and market entry strategy in just 10 days. It was a difficult and interesting challenge that we decided to take on.
Phase I - Analysis
Traditionally, we started the project with a market research of the sausage market. Lanschmitt sausage belongs to the economy segment, so we analyzed label design, positioning and brand promotion strategy in this segment. It turned out that most sausage brands in the economy segment use red color (from light to burgundy), pack products in transparent vacuum flexible packaging and apply a pattern of logos on its entire surface.
Lanschmit is a brand from Western Ukraine and the company has a wide market in this region. Therefore, in the analysis, we also considered the regional brands that are prevalent there.
Phase II - development of a market entry strategy
The client set the task to reach a wide audience: men and women with “average” and “below average” income from 20 to 65 years old. In order to appeal to such a wide audience, we decided to act unconventionally. Most producers of sausages in the economy segment rely on a flashy red color and simple appearance. We took a different approach.
The economy segment of the sausage market in Ukraine practically lacks interesting visual solutions. We decided that cheap doesn’t necessarily mean tasteless and garish. “Lanschmitt is a European retro-styled brand that evokes associations with a small home butcher shop. A striped pattern, a combination of white and red and a smiling butcher in a cap help emphasize these features. The “European” image is completed by the inscription “smacznego” (Polish for “pleasant appetite”).
Character development for the sausage logo
The logo of Lanschmitt sausages and wieners is a stylized portrait of a butcher. Underneath is the brand name and the text wish “smacznego”. Thanks to this solution, a clear connection between the friendly face of the master butcher and the brand name is created in the customer’s mind. This helps to establish communication between the brand and the consumer.
With the image of a butcher, we wanted to confirm the naturalness of Inco-Food products, create a strong association with home quality, and give the brand a face.
Developing the design concept for a series of labels
The Lanschmitt series provides 3 types of sausage and 3 types of sausage. In order for a person to be able to quickly distinguish between baby sausage and dairy sausage, we have provided a color distinction.
A pattern of two-color vertical lines has been added to the bottom of each sausage and sausage label. There’s a combination:
- yellow and white;
- blue and white;
- green and white.
The striped pattern does not break out of the overall style of the label and does not clutter the space.
Author's supervision over the production of the first print run of the label
We provide the service of visiting the production site to control the quality of the first run of labels and avoid mistakes. Together with the technologists, we are responsible for the result – a correctly printed series of labels.
You can read more about this service here.
Results after one year
The revitalized Lanschmitt sausage brand has had a good start in the market. It grew 9% in sales and increased market share by 7%. Surveys show that consumers like the brand because it looks good against competitors.
The packaging perfectly copes with the task of mystification: a smiling butcher, a successful combination of white and red, the inscription “smacznego”, light retro-stylistics – everything adds up to a complete image of a quality sausage with foreign roots. “Lanschmit” is significantly different from the economy segment of the Ukrainian sausage market, so sales are growing.
