The customer wanted the new logo to focus on the traditional nature and premium quality of the product. The name of the company and the place of its location (the town of Starodub (literally, Old Oak Tree) in Bryansk Region) suggested oak as a key visual image and a symbol of reliability, consistency, longevity, and tradition.
The logo is formed by a typographic block on an ornately-shaped plate. The letter O in the logo is stylized as an acorn, supporting the overall design theme.
The design concept of the packages continues to build upon the oak motif: a tree trunk cut is used as a background, an oak leaf is added to the logo zone, and the palette includes warm wooden colours.
Radial lines that come from the center of each cheese block make it easier to cut and also feature the name of the trademark. Moreover, they make each block look like a wooden wheel evoking associations with village life, craftsmanship, and tradition. Growth rings and cracks of the wood in the background symbolize the ripeness and age of EmandHof hard cheeses.
The project was listed 8th in Forbes Brand Rating 2017. A team of branding experts that worked on it rated concepts and identities of 30 trademarks in 16 product categories. Then the rates were summed up, and the average score of each participant was calculated. The list of the finalists ranked according to these scores is available at http://www.forbes.ru/rating-photogallery/336883-reyting-brendov-2017.
Logo Positioning Package design