Редакция ведущего американского портала о дизайне упаковки The Dieline опубликовала проект «Северо-Запад», реализованный Петербургским мясокомбинатом совместно с брендинговым агентством Depot WPF. «Северо-Запад» — яркий и эмоциональный бренд, который отличает некатегорийный дизайн.
Depot WPF branding agency together with St. Petersburg meat-processing factory presented new brand NORTH-WEST. A new emotional meet brand with design beyond the category is oriented on Russian North-West market.
NORTH-WEST is a young meat factory founded in St. Petersburg this year. Depot WPF branding agency was requested to create a brand aiming at taking the leading position on North-West market and developing a credible challenge to Moscow competitors.
Within the framework of the project, the agency has developed positioning, naming, visual style and package design. We also had to bear in mind that NORTH-WEST brand should be flexible enough to be implemented in other segments of the market.
Depot WPF creative director Anastasia Tretyakova: ‘First of all, we tried to go beyond the bounds of typical meat packaging industry. Our main goal was to create a lifestyle brand for young and drive meat company.’
Finally we found out a bold solution for the brand. We paid special attention to photo style in visual communication system and concentrated mostly on lifestyle photos together with bright colour codes. Some of key elements of package design are connected with geolocation of the company. Special text-markers as ‘from Petersburg’ or the main brand name ‘North-West’ indicates a territorial belonging of the brand and helps customers to identify local products on the supermarket shelves.
Creative directors: Anastasia Tretyakova, Alexey Fadeev
Strategy: Fara Kuchkarov
Copywriter: Anastasia Tretyakova
Art director: Evgenia Struk
Project leader: Valentina Sedorenko