Let’s eat delicious and natural food every day!
Task
The Russian company Miratorg introduced a new line extension named "Culinary". This new line extension includes several categories. Each category features about 1−0 SKU: salads, soups, pickles, pancakes, fried dishes, ready meals, burgers, cold drinks, aspic as well as sauces. We were tasked with developing a design concept for the entire line extension. The agency’s challenge was to figure out how to distinguish the assortment from other brand products, while maintaining the brand recognition of the company. Moreover, the wide variety of assortments led us to come up with a system of differentiation between segments and tastes.
The Russian company Miratorg introduced a new line extension named "Culinary". This new line extension includes several categories. Each category features about 1−0 SKU: salads, soups, pickles, pancakes, fried dishes, ready meals, burgers, cold drinks, aspic as well as sauces. We were tasked with developing a design concept for the entire line extension. The agency’s challenge was to figure out how to distinguish the assortment from other brand products, while maintaining the brand recognition of the company. Moreover, the wide variety of assortments led us to come up with a system of differentiation between segments and tastes.
Customer
Miratorg, Russian company
Services
Package design
Let’s eat delicious and natural food every day!
Task
The Russian company Miratorg introduced a new line extension named "Culinary". This new line extension includes several categories. Each category features about 1−0 SKU: salads, soups, pickles, pancakes, fried dishes, ready meals, burgers, cold drinks, aspic as well as sauces. We were tasked with developing a design concept for the entire line extension. The agency’s challenge was to figure out how to distinguish the assortment from other brand products, while maintaining the brand recognition of the company. Moreover, the wide variety of assortments led us to come up with a system of differentiation between segments and tastes.
The Russian company Miratorg introduced a new line extension named "Culinary". This new line extension includes several categories. Each category features about 1−0 SKU: salads, soups, pickles, pancakes, fried dishes, ready meals, burgers, cold drinks, aspic as well as sauces. We were tasked with developing a design concept for the entire line extension. The agency’s challenge was to figure out how to distinguish the assortment from other brand products, while maintaining the brand recognition of the company. Moreover, the wide variety of assortments led us to come up with a system of differentiation between segments and tastes.
Customer
Miratorg, Russian company
Services
Package design
Miratorg, Russian company
Services
Package design
Product The Miratorg products are always high-quality, safe and fresh products. Thanks to the innovative production and packaging technology, all vitamins, fresh taste, aroma and useful properties of the products are preserved without using preservatives. An assortment of more than 150 items will enable the consumers to enjoy delicious ready meals every day without affecting their health and budget. |
Market
1
Comfort food
Comfort food with generous portions, familiar ingredients and which is almost homemade and remains inexpensive for the customers. There is a growing interest in simple food on a daily basis such as burgers, pilaf, salads and snacks.
2
Ready meals
Due to the influence of time pressure and the growth of single households, there is a need to delegate cooking issues.
3
Simplicity
The value of the key consumer benchmarks — safety, health and humanity — lies in their universality. The simplicity of landmarks helps a person survive in an unstable world.
Market
1
Comfort food
Comfort food with generous portions, familiar ingredients and which is almost homemade and remains inexpensive for the customers. There is a growing interest in simple food on a daily basis such as burgers, pilaf, salads and snacks.
2
Ready meals
Due to the influence of time pressure and the growth of single households, there is a need to delegate cooking issues.
3
Simplicity
The value of the key consumer benchmarks — safety, health and humanity — lies in their universality. The simplicity of landmarks helps a person survive in an unstable world.
Competitors
1
The lack of technological packaging solutions. The products become unnatural, a large amount of preservatives are used and so on.
2
The "marginality" of products. Due to the lack of a wide choice and modern solutions, the shelf looks outdated and does not inspire confidence in customers.
Конкуренты
1
The lack of technological packaging solutions. The products become unnatural, a large amount of preservatives are used and so on.
2
The "marginality" of products. Due to the lack of a wide choice and modern solutions, the shelf looks outdated and does not inspire confidence in customers.
| Consumers Our audience consists of city dwellers who are used to leading a hectic life. They are employees working in business centres who buy food for lunch. They often alternate cooking with business lunches. They choose ready-made products because reheating food in the microwave is faster than going to a cafe. They focus on price, but price is not the most important factor in making a decision. Cooked meals are often bought to replace self-prepared meals. These consumers who live with a constant lack of time often do not have time, do not know how to take time or do not like it to spend time in the kitchen. They prefer spending time on themselves or with their relatives. |
Consumers
Our audience consists of city dwellers who are used to leading a hectic life. They are employees working in business centres who buy food for lunch. They often alternate cooking with business lunches. They choose ready-made products because reheating food in the microwave is faster than going to a cafe. They focus on price, but price is not the most important factor in making a decision. Cooked meals are often bought to replace self-prepared meals. These consumers who live with a constant lack of time often do not have time, do not know how to take time or do not like it to spend time in the kitchen. They prefer spending time on themselves or with their relatives.
Our audience consists of city dwellers who are used to leading a hectic life. They are employees working in business centres who buy food for lunch. They often alternate cooking with business lunches. They choose ready-made products because reheating food in the microwave is faster than going to a cafe. They focus on price, but price is not the most important factor in making a decision. Cooked meals are often bought to replace self-prepared meals. These consumers who live with a constant lack of time often do not have time, do not know how to take time or do not like it to spend time in the kitchen. They prefer spending time on themselves or with their relatives.
Analytics conclusions
Based on the findings from the analytics, we understood how we can improve the product and offered a number of solutions:
Showing an appetising food zone that will focus on the product through the colour scheme of the packaging.
Making the product safe and natural through technological solutions and a well-thought-out recipe.
Expanding consumer choice by offering products that will become a viable alternative to delivery services.
Analytics conclusions
Based on the findings from the analytics, we understood how we can improve the product and offered a number of solutions:
Showing an appetising food zone that will focus on the product through the colour scheme of the packaging.
Making the product safe and natural through technological solutions and a well-thought-out recipe.
Expanding consumer choice by offering products that will become a viable alternative to delivery services.
Design
In packaging design, we highlighted the trends in European ready food. We focused on the naturalness and freshness of the ingredients and focused on the taste and speed of consumption of the product.
The visual solution uses the crafting texture. The entire line extension looks solid and consistent, conveys the environmental friendliness of the products, which Miratorg confirms with its approach to production: from the field to the counter. Every ingredient is tasty and fresh.
The visual solution uses the crafting texture. The entire line extension looks solid and consistent, conveys the environmental friendliness of the products, which Miratorg confirms with its approach to production: from the field to the counter. Every ingredient is tasty and fresh.
Taste and freshness in every ingredient
Taste and freshness in every ingredient
Design
In packaging design, we highlighted the trends in European ready food. We focused on the naturalness and freshness of the ingredients and focused on the taste and speed of consumption of the product.
The visual solution uses the crafting texture. The entire line extension looks solid and consistent, conveys the environmental friendliness of the products, which Miratorg confirms with its approach to production: from the field to the counter. Every ingredient is tasty and fresh.
The visual solution uses the crafting texture. The entire line extension looks solid and consistent, conveys the environmental friendliness of the products, which Miratorg confirms with its approach to production: from the field to the counter. Every ingredient is tasty and fresh.
In the design, we emphasised the quality of the ingredients from which the Miratorg products are made. This is reflected in the macro photography area. The individual ingredients are depicted in large proportions and look appetising. An additional focus on this advantage is created by the photographic angle and the minimalistic style of the food zone.
Within the framework of the project, a series of photography was carried out, which was in a large number of SKUs. The whole process took several weeks, and a food stylist and a chef were also involved for a number of tasks.
Within the framework of the project, a series of photography was carried out, which was in a large number of SKUs. The whole process took several weeks, and a food stylist and a chef were also involved for a number of tasks.
In the design, we emphasised the quality of the ingredients from which the Miratorg products are made. This is reflected in the macro photography area. The individual ingredients are depicted in large proportions and look appetising. An additional focus on this advantage is created by the photographic angle and the minimalistic style of the food zone.
Within the framework of the project, a series of photography was carried out, which was in a large number of SKUs. The whole process took several weeks, and a food stylist and a chef were also involved for a number of tasks.
Within the framework of the project, a series of photography was carried out, which was in a large number of SKUs. The whole process took several weeks, and a food stylist and a chef were also involved for a number of tasks.
The colour palette was chosen based on natural shades that would shed light on the freshness and sustainability of the ingredients. When working on the project, it was important to preserve the aesthetics of the brand: a vertical strip with the Miratorg logo. We had to detach ourselves from the other products of the company, but we wanted it to correspond to the general aesthetics of the designed packaging. This was realised with the help of a craft background and a connection with the brand logo.
The colour palette was chosen based on natural shades that would shed light on the freshness and sustainability of the ingredients. When working on the project, it was important to preserve the aesthetics of the brand: a vertical strip with the Miratorg logo. We had to detach ourselves from the other products of the company, but we wanted it to correspond to the general aesthetics of the designed packaging. This was realised with the help of a craft background and a connection with the brand logo.
SKU differentiation is carried out by means of a vertical brand bar, which changes colour depending on the category. The large active typography also allows the customers to quickly navigate the company’s offers on the shelf.
SKU differentiation is carried out by means of a vertical brand bar, which changes colour depending on the category. The large active typography also allows the customers to quickly navigate the company’s offers on the shelf.
SKU differentiation is carried out by means of a vertical brand bar, which changes colour depending on the category. The large active typography also allows the customers to quickly navigate the company’s offers on the shelf.
In order to be convenient when the customers read information about the product, we moved the advantages and main characteristics of the product in a separate block. As regards the differentiation, the key icon was highlighted in colour, indicating the recipe of the dish or the way to consume it.
In order to be convenient when the customers read information about the product, we moved the advantages and main characteristics of the product in a separate block. As regards the differentiation, the key icon was highlighted in colour, indicating the recipe of the dish or the way to consume it.
We also studied the experience of other companies in creating similar products and worked a lot on the form factor. We discussed with the client for a long time which package would be more convenient for the consumers and able to stand out better on the shelf. All solutions are in line with the new trends in the field of packaging materials.
A number of positions were launched for sale. For example, soups can be now found in shops. We wish our client the best in further project implementation.
A number of positions were launched for sale. For example, soups can be now found in shops. We wish our client the best in further project implementation.
We also studied the experience of other companies in creating similar products and worked a lot on the form factor. We discussed with the client for a long time which package would be more convenient for the consumers and able to stand out better on the shelf. All solutions are in line with the new trends in the field of packaging materials.
A number of positios were launched for sale. For example, soups can be now found in shops. We wish our client the best in further project implementation.
A number of positios were launched for sale. For example, soups can be now found in shops. We wish our client the best in further project implementation.
Results
Developed a design system for various product categories with a wide range
Formulated positioning and key USP
Reflected the key advantage of the product, focusing on naturalness and quality
Результаты
Developed a design system for various product categories with a wide range
Formulated positioning and key USP
Reflected the key advantage of the product, focusing on naturalness and quality
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