Redesign of the visual image of the authentic brand of kvass
In 2013-2014 the Ochakovo company – the largest producer of natural drinks and the leader of Russian kvass market – presented a unique product - white kvass “Semeiniy secret” (“family secret”). Recipe of the kvass has been reproduced and improved as a result of specially organized ethnographic expedition. Company’s specialists found out, that the old technology of kvassmaking, allowing to create white drink with a pleasant sour taste, was continued only in few villages in Tambov and Voronezh regions. In addition to the unusual taste, this brew has many useful properties. It normalizes metabolism, improves digestion and contains amino acids, vitamins and minerals. White kvass "Family Secret" by the "Ochakovo" company, is produced in strict accordance with the traditional recipe, fully retaining the quality. It has a unique refreshing taste and pleasant aroma, perfectly quenches thirst and gives strength after exhausting work. And, importantly, it is ideal for different culinary purposes - for example, the preparation of okroshka. Before the "Family secret" was launched, the white kvass category has not been represented at the level of federal brands. This became the reason of weak consumer awareness of all useful properties of the drink.
To develop the new visual image of the “Family secret” brand and the packaging design for three different flavors of white kvass series: “Traditional”, “Currant-mint”, “Ockroshka with horseradish” and two flavors of brown series: “Borodinskiy” and “Zavarnoy”. New design should highlight traditional recipe and unique features of the beverage, as well as to differentiate it from competitors on the shelf, stimulating the first purchase.
“Family secret” is the first true countryside kvass with rich taste, created for those who value Russian traditions. For this reason brand got new visual image, that refers to Russian history. In the basis of graphic solution – graceful Cyrillic lettering, common in XIX – ХХ centuries. Traditional recipe, reproduced from ethnographic expedition, is highlighted by real archive photo of ordinary peasant family. In addition to semantic, during the updating of label design it was resolved functional task - to facilitate product differentiation in line with each other. Each taste has its trademark color and its own product composition. The design of the label for the "home" kvass line kept the continuity of the overall "new" design of the brand, but got a few fundamental differences. So, the story of one of the main elements of the visual image - historical photograph – was changed. Characters changed the harvest in a field on a family meal for a peasant table. The total range of colors and food zone of composite solutions also got their own characteristics, largely corresponding to the color of the drink, as well as an additional way differentiating products within the extensive range of the "family secret" brand. The "Family Secret" Kvass has already appeared on the shelves of large retail chains and waiting for everybody who wants to join a true taste and useful historical heritage of our country, recreated by "Ochakovo".