PRODUCT "PRODUCT FROM THE MEAT OF A HANDICAPPED PERSON"

ІNDELKA

"A PRODUCT OF THE M'YAS OF THE HANDICAP."

Background

The trademark “Indelika” has been presented in the Ukrainian meat market for not the first year. The company produces products from turkey meat, which is considered the healthiest and most dietary bird. Production under this trademark is carried out by a subdivision of Ramburs Group – Plemptitsesovkhoz Brovarskoy, located in Brovarsky district of Kyiv region.

Task

The task of our company was to develop a new design of packaging and label for TM “Іndelika”, which will not only correspond to the corporate style of the brand, positioning concept and translate the key communication message to the consumer, but will also favorably distinguish the company’s products from competitors.

Decision

Before creating the packaging and label design, KOLORO marketers and designers analyzed the brand platform of TM “Іndelika”. The brand positioning is based on preservation of naturalness and usefulness of meat products, high quality of products without loss of flavor.
“Іndelika” positions itself as a producer of natural products, which taste and quality are not inferior to home-made products.

Label Fonts

Variations of Concepts

Having generated and coordinated all the ideas with copywriters, marketers and psychologists, designers of KOLORO brand studio started drawing the logo. Here are the 5 options that were sent to the customer for selection and approval.

Concept #1 - "America."

Keywords: softness, down, kitchen, home comfort, cleanliness, lightness, freshness.

The second concept is based on a pattern of multicolored peas on a white background. A round logo with friendly hugs (a girl and a turkey)
prompted the development of a kind, simple and straightforward concept. It creates an image of coziness, tenderness and tranquility. Such a pattern evokes
associations with childhood, kindergarten, home, and transmits a message about the safety and naturalness of the product. It is important
that this approach is non-standard for the design of sausage product packaging.

The main color in this concept is white. The logo contrasts with the background, which creates an additional
appeal, catching the eye of consumers. The red, blue, and green polka dot pattern is on the bottom
of each label. Each color corresponds to one of the rulers.

The minimal number of objects on the label promotes focus on the name. The large
light color spot and prominent <a target=”_blank” href=”https://koloro.ua/razrabotka-shriftov.html”>font</a> for the name and ruler make it easy to differentiate the
names and provide intuitive sausage recognition on the shelf.

Selected <a target=”_blank” href=”https://koloro.ua/blog/dizain/upakovka-jetiketka-dlya-myasnoj-produkcii.html”>sausage label design</a> does not contain gradients. The identifying texture is easy to remember,
because it has a unique layered combination. It goes all the way through the label. Even without reading the front
side it is easy to recognize the manufacturer, and the color will tell you what kind of sausage is in front of consumers.

We have provided possible directions for refinishing – applying a light pattern on a white background with a matte or glossy varnish.

The concept is completed by the slogan: “Indelika – the coziness of a warm kitchen!”

Concept #3 - Peacock Tail.

Keywords: brilliance, luxury, solidity, naturalness, sophistication. 
The third concept is based on a pattern of peacock feathers, which conveys to the consumer the peculiarities
of the product, evoking associations with the bird. In addition, the pattern is well suited for framing the logo, it
makes the label visually appealing to the buyer. 
The main <a target=”_blank” href=”https://koloro.ua/blog/dizain/vliyanie-cveta-upakovki-na-potrebitelya.html”>package colors</a> are gold
and dark brown. Additional ones are red, green and blue, which
are found on different members of the
sausage lineup. Gold and black is one of the most successful combinations, as gold evokes
direct association with wealth, luxury, high quality. 
The survey showed that a product with such a label is perceived as premium, it inspires consumer confidence. There is nothing superfluous in this packaging design
sausage, the design is made according to all standards. 
In addition to traditional packaging, the customer was asked to apply a pattern of golden feathers to
transparent sausage wrappers. Such a decision made the packaging
<a target=”_blank” href=”https://koloro.ua/blog/dizain/kreativnaya-upakovka-vzglyad-v-buduschee.html”>original and unconventional</a> and presented the brand in a new light.

The slogan of the line reads, “Indelica – affordable luxury!”

Concept #2 - "Childhood"

Keywords: grill, recreation, heat, retro, fresh meat, wave effect, hypnosis, right on target.

The first sausage packaging and label design concept is based on the American holiday, Thanksgiving,
which is steadily associated with turkey. The label design reveals motifs of the American flag and family picnic.

The main colors are burgundy, brown, and white. The rich red color creates associations with fresh meat.

The center of the label features <a target=”_blank” href=”https://koloro.ua/razrabotka-logotipa.html”>logo</a> of the company, which is highlighted with contrasting circles. Due to the use of
of several patterns, a feeling of “volumetricity” of the logo is created. The concept breathes heat and is hypnotically appealing. The lettering is large and easy to read.

There are three types of sausage products in the line of TM “Іndelika”, so additional colors (yellow, blue and green) were used in the label rim.
This helps the consumer to quickly find the right product on the shelf.

This concept offered transparent packaging for sausage products, which is traditional for the Ukrainian sausage market.
We decided to apply a colored pattern to the entire surface of the plastic wrap. The contrasting pattern sets it apart from the competition.

<a target=”_blank” href=”https://koloro.ua/slogan-dlya-reklamy.html”>The tagline is</a>, which summarizes the concept – “Indelica is the best tradition!”.

ІNDELKA

"A PRODUCT OF THE M'YAS OF THE HANDICAP."

Background

Task

Decision

Label Fonts

Variations of Concepts

Concept #1 - "America."

Concept #3 - Peacock Tail.

Concept #2 - "Childhood"

The client thinks long and hard... and finally chooses one of the options.

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