OTVETDESIGN

Selizharovo

Task

Consumer branding and design the concept for canned fruit labels.

Context

Conscious consumption is a strong trend around the world. It also touched Russia. Knowing about the achievements of great chemistry and the production globalization, many more often people think about the ingredients of the food they buy in stores. However, such information usually takes up a small place on the label. Yes, and it is written in as small font as possible. So consciousness comes to people with incredible efforts and in the habit constantly squinting.

The target audience is people who are attentive to their health and the quality of food consumed. The product composition is essential to them, and they are ready to study the label to familiarize themselves with it.

Strategy

Canned food Selizharovo is created from fruit and vegetables grown far from big cities and poor ecology. Moreover, spring water from the Okovets spring is used in it. With this approach and a serious attitude to work, the brand has nothing to keep from the consumer. There is no need to wriggle or hold back. The Selizharovo company can afford to be honest to the consumer.

Concept

Canned food is almost like people. They are also very adorned of honesty and completely true labels. Everything is in it — everything you wanted to know about the products but were afraid to read. For example, stewed apple and currant. How many berries are there and how much fruit? Or how many eggplants does it content in adjika? What is the percentage of peppers in the can? Now there is no need to read the small print on the back of the can: a clear infographic will accurately and honestly explain to even the most meticulous consumers what (and in what amount) is behind the great taste of the brand’s product line.

Canned food is almost like people. They are also very adorned of honesty.

Implementation

The concise label conveys the idea of honesty and maximum clarity. The key visual image for it is infographics, with the help of which all the data is informed, including the taste composition. The abundance of "air" creates an association with cleanliness, which is strategically true for brand products.