The PG team had the task to develop an innovative product for the Belarusian market and a trademark in the category of "chewing marmalade" for the company Krasny Pischevik.
Desk research of foreign markets allowed to identify some product trends. In result, the next hypothesis was put forward: the relevance of alcoholic tastes in combination with chewing marmalade for the Belarusian market. The consumer research confirmed this guess and convinced our client in the expediency of launching such an unusual product.
A complete trademark was developed for the new product: we specified the target audience groups, we defined the sales channels and developed the external brand attributes such as naming and design.
“Good mood” naming is the idea of a youth party, which, even being non-alcoholic, is always accompanied by a great mood. The design concept is based on the idea of reflecting innovation through the “cosmic” images, the silver color of the package is a reference to the cosmic food. This concept is the source of force, that distinguishes the product from competitors and adds to it the unusual and peculiar “elitism”.
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