NEW MEAT BRAND "KAZMIT"
BEGINNING OF COOPERATION
In spring 2017, we were approached by Terra LLP, one of the largest breeding cattle reproducers in Kazakhstan. The company’s plan was to introduce its product line to the retail market of Kazakhstan and neighboring countries. In order to make a bright statement about itself, the company together with the branding agency KOLORO undertook to develop a corporate identity and create a new design for the line of meat products.
Our goal was: to launch our own strong brands for further introduction to domestic and foreign markets, as well as to develop packaging and label design for meat products.
MARKET ANALYSIS
Before we started creating positioning and visual concepts, our marketers conducted in-depth desk research, and from that we learned that:
- Beef is one of the most popular types of meat in Kazakhstan. The country ranks ninth in the world in terms of its consumption.
- The key trend in the Kazakhstan market is rising veal prices and a shortage of meat on the market. At the same time, the country exports abroad, mainly to Russia, and seeks to enter the Chinese market.
- Demand for premium marbled beef is growing in Russia, with local companies unable to cover it on their own.
- Main trends in premium meat packaging design: minimalism, invented by
NAMING DEVELOPMENT
Naming objective: to reflect the premium and exclusivity of the product.
Associative range: meat, beef, steak, fire, Kazakhstan
Positioning: Try cooking steak with your own hands – it’s not difficult.
When creating the naming, the starting points for our creatives were concepts like these:
- quality
- appetite
- ease of preparation
Customer’s requirements for brand naming:
- Latin name
- uniqueness in its product category
- linkage
- positioning reference
- uniqueness
The combination of associations, key concepts and customer requirements was embodied in the ideal brand name – KAZMEAT.
Associative range: meat, Kazakhstan, flavor, juiciness, desire
Word form: Kaz (truncated from Kazakhstan) + meat
The name sounds catchy, memorable and has a reference to the country of production, which exactly distinguishes the brand from competitors abroad.
CORPORATE IDENTITY DEVELOPMENT
Our designers had the task to develop a unified logo for the holding company and distinctive features for its 4 subsidiaries. The complexity of the task was that the logo had to simultaneously present the four vectors of the holding: cultivation and processing of grain crops, pedigree breeding and cattle breeding.
PACKAGING DEVELOPMENT
The National concept won in the final round of packaging design. In creating it, we took into account parameters such as:
- presentable appearance of the packaging, as the brand is positioned as a premium segment brand and is export-oriented;
- the combination of gold and silver in the national ornament, which speaks of the status of the product and visually refers to its origin;
- a well-positioned viewing window that allows you to fully evaluate the contents of the package;
- presence of product image on the front of the package.
CREATING A TSS
