The Kucharek brand is No. 1 in Poland in the universal spices category. The brand's portfolio includes also stock cubes, powdered soups, liquid spices, sauces and dried vegetables.
Brand Design task:
Product portfolio redesign and Kucharek logo lifting
Design and implementation:
Even the most iconic brands need refreshment from time to time. It was no different with Kucharek, the universal spice No. 1 in Poland. Due to the growing awareness of consumers and their willingness to follow trends in the culinary art, it became necessary to develop a new packaging design to fit into this trend.
The overarching goal was to change the consumer's thinking about the brand and clearly communicate the benefits that consumers desire.
When designing the packaging, we also wanted to emphasize the fact that this spice belongs to traditional Polish cuisine and to conquer the brand's slogan that Kucharek is "The best for Polish dishes".
The first step in this direction was a gentle lifting of the logo, and more specifically - changing the second plan from yellow to green. This seemingly minor procedure has a huge impact on consumer perception. The second very important aspect was the change of the brand's colors, from blue to navy blue. Thanks to this, the brand is associated both more qualitatively and naturally.
The reference to the climate of the Polish countryside and the field already on the packaging helps create specific associations and build a natural image of the brand. To authenticate this message, we placed a leaf in the central part of the package with a list of benefits - quality statements and information, which is not in the composition. The brand hero brand, i.e. the character of Kucharek, has also undergone a change. We refined his clothing and took care of a more open pose. Our goal was to show the chef as a symbol of professionalism, and at the same time accessible and distant, which emphasizes the values identical to the benefits of the product.
The new product design has been highly rated and has gained a favorable reception from consumers both on the Polish and foreign markets.
After the universal spice, the time has come for a new layout of broth cubes. The most important thing was that it should be consistent with the universal spice layout, and at the same time communicate the flavor variants. We focused on clear pictograms and using of colors that makes the packaging transparent. All this so that informed consumers can make better choices faster and more efficiently.
Our clients' portfolio includes a small, craft bakery from Poznań, which offers bread made on the basis of a traditional recipe and from high-quality ingredients. Chlebszy is a workshop where bread is baked without the addition of yeast, and the secret of taste are long-term rye leaven, three-stage fermentation and ... great passion of the owners. They decided to develop and implement brand-oriented activities on the local market.
We started our cooperation with naming and creating a bakery name.
The combination of the words "bread" and "better" resulted in a name that not only emphasizes the uniqueness of the craft bakery, but also has been optimistically received on the market ... and in our team! In Chlebszy, we regularly buy bread, and every Friday we can eat fresh bread from Chlebszy in our agency kitchen!
The next stage of cooperation was designing the logo - simple, elegant, with a graphic element of rye. It blends perfectly with the materials we created: a transparent leaflet presenting the client's offer or a stamp for paper bags. We've also created a "chlebsza tytka” - a cotton bag for bread, and a special tag telling you how to wash it. The idea refers to traditional sacks in which grain was stored. The graphically designed "breadtaker" ideally refers to the tradition of flour and bread production and the local character of the bakery.
During designing new packaging for Prymat salad sauces, we made sure that they fit in with current trends, but at the same time do not deviate too much from the current layout. Boards in a fashionable and at the same time neutral color build a homey, idyllic atmosphere, they are also a perfect background for more expressive elements informing about the name of a particular product.
To make the purchase decision easier, you can see the sauce on the front of the packaging and a proposal to serve it, and on the back - a recipe for a dish with its participation. Also we put pictograms informing about what is the most important in product - the lack of added dyes and monosodium glutamate. It is these aspects that we increasingly pay attention to at the store shelf :)
The FMCG industry is a demanding market sector. Store shelves are bending from the competition products, so it's worth attracting the customer not only with the high quality of the products offered, but also with the persuasive function of the packaging design called "silent seller". The introduction of new packaging projects, provided that they effectively implement the brand positioning strategy - this is usually a favorable step on the way to increasing sale.
This step was taken by the Dakri brand - the Polish leader in the production of baking bread, sold in frozen form (used for baking in stores and supermarkets) and ready to eat (packed in Modified Atmosphere Packaging technology).
Recently customers were afraid of packaged bread. Today, it is an increasingly preferred product not only because of its shorter composition, but also because of greater availability, convenience in preparation and storage. This is confirmed by current consumer trends and the growing sale of this product group. Especially now, in a COVID-19 pandemic, in addition to the long-term convenience of fresh bread at home (up to 30 days), it is also important to be aware of product safety - MAP packaging technology allows the safe and sterile transport of bread. Unlike traditional rolls, bread and others, no one has touched them before.
What have we done?
We started cooperation by designing a refreshed version of the packaging. Our role was to prepare a persuasive, impact design that young people would like to reach for. That is why every type of bread offered by the Dakri brand received "special ambassador". On the packaging we will put drawing characters that, thanks to the use of comic quotes, convey the company's slogan "Bake at home until they blush". Our graphics contain drawings of, among others bearded handsome, fitness instructor, modern housewife and smiling chef in a traditional, gastronomic hat. They all wear an apron giving a simple message: every customer can prepare delicious, warm and crispbread at home, almost like from traditional bakery.
In addition, we used the refreshed logo in new packaging designs. Despite the fact that his refresh was delicate, the logo acquired a modern character and allowed to release communication potential. A minor correction consisted of opening the mark by removing the red background; We also changed the font color with the brand name to dark brown. The logo "released" in this way allowed to gain additional space on the packaging itself.
Due to the introduction of our clients’ new brand MySchool - a new line of school-based products - we set out to create a layout that would complement their name and emphasize their purpose as well.
The whole layout is presented with the needs and interests of the target group taken into account. Our graphic projects are characterized by clear and easy communication of product benefits, and colorful, catchy, referring to the content of the package elements, that associate with joy, fun, creative work.