VALAAM: THE LUMINOUS POWER

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ClientVALAAM
Category E01. Food
TitleVALAAM: THE LUMINOUS POWER
Product/ServiceDAIRY PRODUCTS
Entrant DEPOT BRANDING AGENCY Moscow, RUSSIA
Idea Creation DEPOT BRANDING AGENCY Moscow, RUSSIA
Credits
Name Company Position
Alexey Fadeev Depot WPF Creative Director
Anastasiya Tretyakova Depot WPF Creative Director
Nikita Ivanov Depot WPF Art Director
Vera Zvereva Depot WPF Art Director
Stas Neretin Depot WPF Designer
Andrey Gladkov Depot WPF Designer
Raushan Sultanov Depot WPF Designer
Anastasiya Fedorova Depot WPF Account Manager
Anna Rozhnova Depot WPF Account Manager
Irina Zavtoni Depot WPF Account Manager

Background

Valaam is the place of power - famous monastery and one of the main religious places of pilgrimage in Russia. The monastery has its own dairy production. The products are sold in regular supermarkets in big cities and compete with regular dairy brands from huge factories and small farms. The brief was to create packaging design relevant to the monastery production yet finding the fastest and the simplest ways of delivering the message to consumers on a massmarket shelf. The monastery has no promo budget, so the packaging is the only communication channel of the brand.

Describe the creative idea

We suggested a totally white packaging relevant to the dairy products as well as to the purity of the monastery and placed one strong symbol in the center of the composition. The yellow dot is the luminous halo, the sun, nimbus and the ultimate eyestopper in the supermarkets. The design is not offensive for Christian audience as it reflects light and purity. At the same time it's attractive for mass consumers who do not want too much ideology in a pack of milk.

Describe the execution

The logo is the first letter of the name Valaam designed in a modern way, but preserving the style of ancient Cyrillic typography used in Orthodox religionus icons. The yellow dot is always placed behind the photo of the product to remind of a halo and transfer the message of goodness.

List the results

The new packaging design allowed a monastery product to be well percieved by Christian audience as well as by consumers of other religions. The brand has good potential to enter the stores listing, thanks to attractive design that is appreciated by all buyers and category managers. 5 largest Russian retailer chains signed the contract for selling Valaam products. Valaam is one of the most authentic dairy brands in the market today.