Mechta Hozyayki

Changing the style while preserving the continuity: a new visual image for the Mechta Hozyayki brand by Fabula Branding.

Brief

Due to economic changes in the national market Mechta Hozyayki (Housewife’s Dream) had to re-imagine its communicative strategy and visual image.

To help us with this task, our partners from PSYCHEA conducted qualitative and quantitative studies and made improvements to the marketing strategy, platform, and communications of the brand.

Decision

Based on the analysis of the collected data, PSYCHEA suggested a number of changes to the promotion video communications of the brand and its product packages.

The old package of Mechta Hozyayki had a picture of the sky on its front side. According to the studies, many customers saw a coming storm in it, which gave the image a negative feel. Another issue was associated with the brand’s graphic identifier, a blue ribbon with a bow knot. When looking at the sharp horizontal line it formed on a package, many respondents felt that the package was not full.

We used the results of the studies to adapt the visual image of the brand to the requirements of modern-day consumers. The ribbon started to look softer—this way we visually ‘filled’ the package to the top. The photo of the cloudy sky in the logo zone was replaced with classy gradient.

Moreover, we suggested a set of standards for food zone images to make them emotionally linked to home cooking. The packages started to feature dishes and ingredients that are traditionally served with ketchup or mayonnaise. A photoshoot of products for the food zone was carried out by Vladimir Morozov in line with these standards.

Analytics Logo Package design Photo shooting

Fry's

Gutt

Ded Kiprey (The Uncle Rosebay)