Concept groupÃðóïïà êîìïàíèé "Êîíöåïò" çàíèìàåòñÿ êîìïëåêñíûì ðåêëàìíûì îáñëóæèâàíèåì êîìïàíèé, ïðîäâèæåíèåì áðåíäîâ íà ðûíêå, ðàçðàáîòêîé ðåêëàìíûõ îôôëàéí è îíëàéí êàìïàíèé.
Phone: +375 29 320-81-20
Task:Creation of a new TM, brand strategy, positioning development, packaging design
Group of companies Concept has prepared the launch of the next new Belarusian turnkey brand. We were faced with the task of introducing a new brand of rapeseed oil to the B2C market - develop the naming, logo and all elements of the corporate identity of the new TM, develop a label, create key visuals for an advertising company, as well as POS materials and souvenir products for promotions.
As a result of marketing research, a thorough market analysis and mapping of competitors, as well as questioning of the target audience, a brand platform for the future brand was prepared. Our experts identified the main factors for choosing vegetable oil, additional motives for buying and factors that influence the decision to purchase a particular brand of oil.
When developing naming for a new TM, it was necessary to take into account the following characteristics:
· brevity and conciseness
· readability both in Cyrillic and in Latin
· reflection of the essence of the product
· understandability and proximity of a female audience
· the ability to easily transform the brand name into a site domain.
Of all the proposed – “Oily” was chosen — an option that meets all the above criteria. The name turned out to be loud, concise, conveying the Slavic identity of the female conversational turnover "Oh Li."
Logo and corporate identity
Developing the logo and corporate identity, the Concept team based on the plant nature of rapeseed oil with a predominance of natural elements and shades. Premium product is emphasized by golden lettering. The teardrop shape of the logo reflects the naturalness of the brand. The oil label is also made predominantly in greenish tones, using gradient, golden embossed elements and translucent white lace elements in the shape of rapeseed flowers and leaves.
Key visual and creative concept
This was the most critical stage of work, as the entire advertising campaign of the new brand should subsequently be built precisely on the key visual. We suggested using characters of vegetables in visuals. They are fresh, athletic, fit and emphasize the health benefits of rapeseed oil. When frying in rapeseed oil, burning does not occur and carcinogens are not secreted, and fried food remains healthy. This feature of rapeseed oil is reflected in the slogan - "Fry for health!".
The characters created at the stage of the key visual provide a wide field for their subsequent use. They are recognizable at first sight and will become an integral attribute of the new brand. The specialists of the group of companies Concept developed on their basis series of bright POS materials for supermarkets: promotional racks, shelftockers, stoppers, as well as bright souvenir products for promotions.