Buterbrodov
Rebranding a line of dairy products
Positioned in the lower price segment, the products sold under the Buterbrodov brand (named Buterbrodoff before the rebranding) were sold as premium goods. The former packaging was black, featured gold letters with the brand name and a food zone with a complex arrangement. This disparity between the price and the brand’s visual style led the consumers to disbelieve the product. Furthermore, the solution for such packaging looked obsolete in 2019.
Бутербродов
Ребрендинг торговой марки молочных продуктов
The price is the main advantage of the Buterbrodov products. The lower price segment is mainly occupied by supermarkets’ own labels and there are almost no good design solutions in this niche market. And who buys products from this category? Students and young people. Emotions are important for the young public. They love bright brands that communicate with them in the same language. This audience is also attracted by the speed of decision making. For them, dairy products allow them to grab a quick bite such as a sandwich with butter and cheese or cottage cheese. We focused on a solution
that moves into the territory of emotional interaction with the consumer and that emanates positivity. Thus, this sets the brand apart from the competition. A new concept for the positioning of Buterbrodov was about “quick decision making and positivity”. Placed in a brand new packaging, the Buterbrodov products will soon appear on store shelves in Saint Petersburg.
Для молодых людей важны эмоции, они любят яркие бренды, которые общаются с ними на одном языке. А еще эту аудиторию привлекает скорость решений. Для них молочная продукция — зачастую возможность быстро перекусить — бутербродом с маслом и сыром или творогом. Мы сфокусировались на решении, которое «играет» на территории эмоционального взаимодействия с потребителем, несет в себе положительный заряд настроения и таким образом отстраивается от конкурентов. Новой концепцией позиционирования бренда «Бутербродов» стала — «быстрые решения с хорошим настроением». Продукция «Бутербродов» в новой упаковке скоро появится на полках магазинов в Санкт-Петербурге.