Bonfesto

First products under the brand name Bonfesto produced by the Turovsky Dairy Plant appeared on the Belarusian and Russian markets in 2013. These are cheeses made according to Italian technology, for everyday and situational consumption.

The brand is presented in the "medium", "medium plus" price segments - so categories of cheeses, which were previously only represented in the premium segment and produced in other countries, became available to a wide audience of consumers.

More well-known international brands have entered the market and consumers have become more demanding. In addition, the brand portfolio has expanded, with a range of curd cheeses, which did not fit into the 'traditional Italy' concept. We needed to emphasize the emotional character of Bonfesto, make it more versatile, make it easier to navigate on the shelf, and at the same time retain its uniqueness.

Our team conducted a brand audit and analyzed the market, competitors, consumers and the company's internal processes. The findings allowed us to develop an updated positioning together with the client's team.

The previous positioning was based on the idea of giving a holiday and creating new emotions - the product was really quite new to the target audience. Bonfesto cheeses are now well known to the audience; they should be moved into the category of daily use products.

First of all, the brand values were rethought - family, being able to receive and give positive emotions. The mission was formed - Bonfesto inspires to create daily feasts "without a reason", to constantly evolve and make new culinary discoveries, bringing joy to life. The brand suggests to live each day brightly and eventfully, break free from the usual routine, helps to see the opportunities that each new day gives us.

Rethinking the packaging design had to be approached with particular care. Over the years, the brand has developed a large audience of loyal customers who easily recognize Bonfesto by its design, so continuity was essential.

Fabula Branding’s designers retained the craft background and color of the logo. The enlarged shape and the trendy grotesque font enhanced the role of the logo in the design and thereby improved brand identity.

The packaging also features cheerful Italian characters that convey character and emphasize the emotional appeal of the brand.

Having studied the principles of consumer interactions with the packaging, the agency revised the design of individual aspects and elements.

The front of the package features a handy table with the USPs, while the reverse side features detailed recipes that make even the most inexperienced buyer feel like a culinary expert. The foodzone has also been changed to include photos of cheeses and the dishes that can be made with them. More original and tried-and-true Italian recipes can be found on the Bonfesto website.