Vkusnoteevo

An Updated Image, Consistent Logic, and Clear Structure: Package Redesign for Vkusnoteevo Cheeses by Fabula Branding
Brief
Vkusnoteevo is a recognized brand of cheeses in the Russian market. However, its packaging needed redesign. The previous design solution looked outdated, and the products disappeared on the shelf. The visual image of the brand needed to be updated to illustrate the products competitive advantages and preserve their recognizability
The old design was not consistent across the whole product line. Fabula Branding developed a clear design structure indicating the categories of the trademark that each product belonged to.
Vkusnoteevo
Vkusnoteevo
Vkusnoteevo
Decision

In the new design solution the package is visually divided in two halves with a foodzone describing a products taste on the left and the main USPs on the right.

The right half specifically indicates that Vkusnoteevo cheeses are aged and produced on company-owned farms. A muted colour palette refers to the premium quality of the product and contrasts with the logo making it more visible on the background. The colours of the packages differentiate the products within the line. The updated design solution looks fresh and makes Vkusnoteevo cheeses more visible in stores.
Analytics Package design
Vkusnoteevo
Vkusnoteevo
Vkusnoteevo