OTVETDESIGN

Grillmania

Seasonal ready-to-cook meat products

Task

Creating a new brand of ready-to-cook meat products

Context

Picnics and shashlik are a traditional way to spend a weekend for most citizens in the warm season. Recently, however, meat cooked over an open fire has lost its sacred importance. If it was a whole ritual earlier, the process of buying an appropriate piece on the market, choosing a marinade, carrying out preparation, then over the years for most people, the sacrament has been reduced to the functional phrase "buy shashlik in the store and go."

Demand determines supply, and now, most stores sell domestic ready-to-cook products for shashlik. The further, the stronger its quality differs from achieved in home-made products. So the more rapidly the country shashlik turns from a gourmet holiday to replenish the daily norm of calories outdoors.

The target audience — fanciers of shashlik, picnics, and skewers.

Strategy

In a situation where people are a bit lazy or have a little time to prepare shashlik in advance, they need an assistant. A friend who takes full responsibility for choosing the right recipe and selecting ingredients. A connoisseur who helps keep the familiar freedom from preparing for a picnic, but at the same time provide delicious and varied meat ready-to-cook products.

Grillmania is an expert you can rely on.

Concept

Fresh Food company came up with a new brand — a friend to all campers that knows everything about grilling and steak thickness, an expert on juicy steaks and de- grees of doneness. Meet Grillmania.

Samson will be in charge of meat, while Filleya will be responsible for chicken. From now on, if you are going on a nature-filled vacation, there’ll be no need to wreck your brains.

Grillmania as a friend will give you a choice of options: pork shashlik Georgian-style, larded veal shashlik, assorted chicken meat, beef steak, an insane variety of sausage and lots of other things! The bright design and advice on seasonings, preparation and choice of company are included.

Implementation

The brand logo, as well as its name, conveys an unquenchable love of shashlik — the writing is located right on the grill.

The informal table setting, so familiar for friendly feasts in the country, is the main topic of the label. Appetizing brand products are laid out on a dark wooden board; it is interspersed with numerous tips and tricks from Grillmania. Free, a bit careless, "friendly" handwriting is one of the visual constants of the label.