Canned food "Ivanich"
TO PORTFOLIO
The Ivanych product line includes series of jarred produce and jams. They are meant for the Russian and former Soviet market. Our task was to create a whole look for the brand - we had to design the trademark, mascot, and all labels. The mascot had to depict the brand identity and should have been at the center of the label designs. It was a key feature, which would engrave the brand in the customer's mind.
As usual, our work began with a detailed analysis of the Russian market, the aim of which was to determine the competing brands and their advantages and disadvantages, as well as how to position the new product. The main goal was to create a design that would stand out amidst those of already well-known brands. We noticed that there were a lot of brands with similar trademark designs - Dyadya Vanya, for example, and that their packaging or label designs produced an almost identical initial response, making them difficult to tell apart. Mascots are commonplace in these types of designs, which meant that we had to come up with something unique, all the while completing the task assigned by our client properly.
Therefore, we steered away from the typical Slavic characters used in other designs, and created one with a more universal look, despite his family name. He would certainly stand out amidst other typically Russian characters. The technique was the second aspect we made sure was different from that used in others' work. We saw that most other mascots were created out of more or less retouched photographs, which made these images look flat and divorced from the rest of the designs. We sketched out our own character and proceeded to draw in a lot of details which made the image more vivid.
Making Ivanych hold a fruit or vegetable depending on the label was another way to make our design different. This is an important feature, as it links the mascot to the rest of the label. We created a meaningful connection between the trademark, mascot and product, in other words, a story - Ivanych, a man slightly older than middle-aged, takes care of the highest quality fruit and vegetables, which we've used in the products you will buy.
Our efforts were directed mainly towards creating an image which would make the customer instinctively link the mascot to the product, and make them believe that this character really does raise the fruits and vegetables. This strengthens the consumer's trust in the brand. The background is a small but essential part of label design, as it creates depth where space is scarce. This tiny detail is of huge importance, as it both distinguishes the design from others and creates the illusion of a bigger jar. Last but not least are the colors chosen for the whole product line. We wanted to use bright, vibrant and natural colors which would enhance the feeling that these fruits and vegetables were grown in environmentally-friendly conditions, which would meet customers' standards.
As our client wanted us to preserve the green background color for all labels, we focused on choosing good photographs of fruits and vegetables and retouching them carefully, so as to make them jook juicy and appetizing.
Our work has brought our client success and so new additions to this product line are constantly being made.
