Title | BRYANSK DAIRY FACTORY |
Brand | BRYANSK DAIRY FACTORY |
Product/Service | DAIRY PRODUCTS |
Category |
E03. Food / Drink |
Entrant
|
BRYANSK DAIRY FACTORY, RUSSIA
|
Idea Creation
|
DEPOT BRANDING AGENCY Moscow, RUSSIA
|
Credits
Alexey Fadeev |
Depot branding agency |
Creative director |
Anastasia Tretyakova |
Depot branding agency |
Creative Director |
Nikita Ivanov |
Depot branding agency |
Design director |
Vladimir Bolshakov |
Depot branding agency |
Designer |
ANASTASIA TSYRKINA |
Depot branding agency |
Designer |
STANISLAV NERETIN |
Depot branding agency |
DESIGNER |
SERGEY PREKRASNOV |
Depot branding agency |
MOTION DESIGNER |
ANNA ROZHNOVA |
Depot branding agency |
Project Manager |
FARHAD KUCHKAROV |
Depot branding agency |
STRATEGIC DIRECTOR |
Dmitriy Komarov |
Depot branding agency |
strategist |
Anton Minaev |
Depot branding agency |
Pre-press |
Alexey Andreev |
Depot branding agency |
CEO |
Background
At Russian dairy market local milk processing plants had always been trusted and appreciated since USSR times - for their stable quality and good prices for milk and dairy products, for National industrial standards compliance, for being main supplier of safe, fresh and good dairy. Unfortunately, modern marketing almost killed local «dairy plant» idea. True dairy producers just do their work. Everyday they produce a lot of well-known dairy products in a wide variety and they do it very preciously, accurately, according to strict rules and standards of food safety. They know nothing about marketing and branding. They are simple and honest people of labor. They cannot hide themselves behind beautiful pictures of countryside and farms, artisan look or imaginary characters promoted by TV ads.
Describe the creative idea (40% of vote)
Bryansk is historically «dairy region». And we decided to make «dairy plants» great again. Our main idea is very simple: they don’t produce marketing products, they just produce good and safe dairy. We created a brand for those, who is smart enough to choose without extra emotions, who is fed up with dairy category clichés, who is in search of best quality-price ratio and still has belief in industrial dairy, who looks for a good product, not just bright packaging.
Describe the execution (40% of vote)
We don’t add any aids to our products, so we don’t add unnecessary in design as well. We use minimum tools but still look unique. We show full spectrum of dairy products, united under solid branding and still have good product navigation, which is also very impactful on the shelf in a supermarket.
List the results (20% of vote)
We have managed to create the unique for the dairy market product aesthetics: modern and minimalistic, but with the reference to the generations raised by the USSR cultural codes at the same time. Moreover, we succeeded in strengthening the client’s position at the local level by using the company’s name in the brand naming. Products do not hide under any others naming, brand or colorful design, but communicates straight from the shelve the belonging to the manufacturer and unconditional responsibility for the quality.
One more achievement is the active expansion to the new markets, new regions and HoReCa supplies where it hasn’t been presented before.
It’s important to highlight the massive viral spread of information about new brand identity and packaging via social networks. Social media users are actively sharing the photos of the brand and comment on the design created, talking about products quality and pride for local manufacturer.