Natura
Brief
The product consists of sausages and hams made from poultry and pork, as well as semi-smoked pork sausages for those who care about the quality of what they eat. It is free from GMOs, soy, gluten, MSG, and phosphates—designed for people who lead an active lifestyle and care about the quality of their nutrition. Price segment: medium / medium plus.
The product is aimed at promoting the brand in the Belarusian, Russian, and Kazakh markets.
A logo for TM Natura, packaging design for the meat products, a slogan, and a brand platform were required, which will later serve as the basis for the brand promotion strategy.
Decision
Green color, a brand color of the brand, conveys the idea of natural and organic nature while the heavy use of the color highlights the brand on the shelf and distinguishes it from the competitors. The USPs ("Unique Selling Point") were featured as markers, highlighting to the consumer the main advantages of the product and encouraging purchase.
For the convenience of SKU differentiation, infographic icons were developed for each type of meat (chicken or pork).
For the same reason, a color coding system for a type of product with USP was introduced, where green color was used for pork products and blue for chicken offerings.
The slogan "For those, who care" (in Russian) was placed on the packaging to appeal to the target audience: those who keep up with times, lead an active lifestyle and maintain healthy lifestyle.
