Title	PREMIERE OF TASTE
Brand	PREMIERE OF TASTE
Product/Service	PRIVATE LABEL OF MAGNIT STORES
Category	E01. Food / Drink
Entrant	MAGNIT Krasnodar, RUSSIA
Idea Creation	DEPOT BRANDING AGENCY Moscow, RUSSIA

Name	Company	Position
Alexey Fadeev	Depot branding agency	Creative Director
Anastasia Tretyakova	Depot branding agency	Associate Creative Director
Stas Neretin	Depot branding agency	Art Director
Elena Ratner	Depot branding agency	Designer
Stas Neretin	Depot branding agency	Designer
Farhad Kuchkarov	Depot branding agency	Strategic director
Alena Baklikova	Depot branding agency	Project Manager
Alexey Andreev	Depot branding agency	CEO
Irina Zavyalova	Depot branding agency	Photographer
Ksenia Parkhomenko	Depot branding agency	Executive Director
Ksenia Parkhomenko	Depot branding agency	Executive Director
Ksenia Parkhomenko	Depot branding agency	Executive Director
Daria Vedernikova	Depot branding agency	Communications Director

Background

The tempo of life is increasing. Fast food, fast fashion: these concepts are a clear reflection of contemporary consumer trends. It’s a world without sacred cows, and even premium products need to be adapted to suit modern audiences, their attitudes and current communication channels. Our brief was to bring the exclusive premium label of the Magnit store chain in line with the idea of ‘fast-luxury’. The Premier of Taste brand conveys the message of a dynamic, exclusive range of selected imported goods spanning various categories. The concept strives to maintain consistency across hundreds of SKUs, without compromising the flexibility needed to deliver the values of respective products.

Describe the creative idea (40% of vote)

The hare was chosen to embody the pace of fast-moving consumer goods, its long-held associations with heraldry exuding luxury and refinement. The visual system interacts with the product categories, creating a vibrant, dynamic range. It enabled us to put together an out-of-the-box private label with a unique emotional character, without the need to use the store’s own identity. Our design system clearly reflects the concept of fast-luxury and affordable premium products with dynamically updated range of products. The target audience of the brand is consumers with incomes above average, 30-45 years old. Modern urban dwellers who value high quality, organoleptic properties and product appearance. When choosing, they are guided by high cost, prestige, design. They prefer high quality goods, but they do not mind reasonable savings. We are ready to buy goods of different brands, choose goods by packaging.

Describe the execution (40% of vote)

Our brief was to bring the exclusive premium label of the Magnit store chain in line with the idea of ‘fast-luxury’. The Premier of Taste brand conveys the message of a dynamic, exclusive range of selected imported goods spanning various categories. The concept strives to maintain consistency across hundreds of SKUs, without compromising the flexibility needed to deliver the values of respective products. The hare was chosen to embody the pace of fast-moving consumer goods, its long-held associations with heraldry exuding luxury and refinement. The visual system interacts with the product categories, creating a vibrant, dynamic range. It enabled us to put together an out-of-the-box private label with a unique emotional character, without the need to use the store’s own identity. Our design system clearly reflects the concept of fast-luxury and affordable premium products with dynamically updated range of products.

List the results (20% of vote)

The challenge was to reflect the brand's positioning: "The best products from around the globe" and convey the premium quality of brand products. We have brought packaging design to a consistent style across different categories. There are 70 positions in the line, of which 17 are already on the shelf, 49 will appear in Q4 2020, 8 in Q1 2021. Products are presented in the following categories: canned food, BA drinks, frozen vegetables / berries, snacks, vegetable oils. After the first launch wave, it is planned to develop the line in other categories.