LUZGI
BRANDING FOR SEEDS
Background
They say that seeds are a drug from which it is impossible to “get off”. And while our project manager ran to the store for a fifth pack, we’ll tell you about how we developed the branding of the seeds.
Terms of reference for product creation
Our client is a novice producer-enthusiast, who for a long time studied the technology of roasting seeds, saved money for the necessary equipment, and finally decided to enter the market. Our specialists were required to carry out branding, in particular to develop positioning, UTP and packaging design.
Seed market analysis
Naming
Development of the name of the brand of seeds
Based on the results of the five stages of naming, LUZGI was chosen. It meets all customer requirements, is equally readable in Russian and Ukrainian and reflects the features of the product (sounds delicious, “crispy”). The name evokes associations with the process of consuming seeds as they say in the people, husking. Usually, seeds are husked when having a nice time, relaxing in the company of friends or alone. The chosen name has been registered as a new trademark.
The client thinks long and hard... and finally chooses one of the options. Write a legend for the title, and move on to the second step.
Registration of the name of the seeds in the 31st grade
Based on the results of the naming process, LUZGI was chosen. It meets all the customer’s requirements. The name evokes associations with the process of consuming seeds – as the people say, husking. The chosen name has been registered as a new trademark.
Packaging development
Grammage selection
Together with the client, we decided that the best solution would be to create 80 and 130 gram mini formats. It is necessary for buyers to familiarize themselves with the product first, because few people will risk buying a big packet of seeds from a new producer. Once the brand becomes more well known, you can safely release a maxi format.
Packaging material
Metallized polypropylene with a matte surface was chosen to create the packaging.
Package cut
It was envisaged that the print run would be printed on the customer’s equipment, so the customer provided ready-made packaging cuts.
Seed packaging design and positioning
KOLORO’s marketing team developed several positioning ideas that would work well with the packaging design. Among the prime examples:
- “Natural Roasting” – thanks to the use of traditional roasting methods, the seeds have a delicious taste that is associated with childhood, friendly gatherings and vacations at grandma’s house;
- “Enjoy husking delicious seeds” – LUZGIs open (husk) very easily without injuring tooth enamel or fingers. They’re a pleasure to eat;
- “Meditation” – husking seeds is a kind of way to relax, rest, meditate. You just have to turn off your mind and enjoy the process.
Option chosen by the customer
The client liked the “LUZGI friendly seeds” more than the other concepts. The color range consists of white and one more bright color (depends on the type of product). The fonts are large, with soft bold lettering.
The identifying element is a “friendly” seed that entices you to try new products.
Splitting the product line into titles
The back of the package contains all the elements required by law: data on the manufacturer, conditions of storage and consumption of the product, weight, nutritional value and barcode.
Splitting the product line into titles
Ordinary
Red and white color scheme. The character is a black sunflower seed.
Salty
Turquoise and white color scheme. The character is a black sunflower seed with a “beard” of salt.
Pumpkin
Orange and white color scheme for regular and salad white for salty. The character is a pumpkin seed.
Creating a TSS
On the back of the package is a small infographic – a peeled seed surrounded by the captions “Easy to husk”, “Few husks” and “Large kernel”. That is, LUZGI are not only tasty and natural, they are also pleasant to eat while relaxing alone or in company.
Final result
The brand was warmly received in eastern Ukraine, so LUZGI is planning to expand the geography of distribution to the whole territory of the country in the near future, and maybe even further :). We wish LUZGI success in new endeavors, and we are waiting for you. Let’s work together to create a new brand that will win the hearts of millions!
