Ecoline

Family made of grains. Rebranding and identity creation for the trademark of cereals Ecoline.

Brief

Belarusian grocery market is very saturated and mostly divided between some huge players. One of the leaders the EcolineGroup company with more than 20 years of experience.

Customers were loyal to the visual appearance of the categorys package, meanwhile, they became more and more exacting. They need a plain tasty product in a comfortable, small format.

Following the trends, the EcolineGroup decided to update the visual identity of their products. We had to create not only the package design for two lines of products (Ecoline and Ecoline Green) but also the strategy of market positioning and visual identity for the whole brand.

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Decision

Previous positioning was based on a wide range of products and healthcare. Fabula Branding did a huge amount of research: the brand itself, the whole market, customers and concurrents. After all, we found a new solution. As a core we took an important insight the wish of finding a good partner on the way of creating tasty family happiness moments.

New positioning is The family made of grains. Ecoline is the brand which takes care of their product and their customers, which helps to gather the whole family at the table by creating traditions and coziness.

Thanks to the massive cursive font the logo we created is successive to the previous one. Also, to continue the natural mood of the name we chose the leaf as a style-creating element. Universal identity based on bright shades of green gave us an opportunity to brand the company's corporate media easily.

The design of the brand's product packaging is based on the visual division in half.

Bright colours of the main products line helps customers to find the product they need in an easier way. The checkered pattern refers to the classic pattern on a home tablecloth and the foodzone shows the product as an ingredient and as a dish, emphasizing the speed of cooking.

The restrained palette and natural textures of the Ecoline Green line tell about quality and naturalness. The cut-out window, made as a continuation of the food zone, allows the consumer to evaluate the appearance of the product.


Rebranding Logo Package design
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