THE TOMATO DNA
The case was incredible, both in the time and effort it took, and in the depth of insight into the brand’s DNA.
Seven years of joint effort with the brand’s marketing team—hundreds of designs, sessions, and studies we can’t even count, and a ton of work bringing us a pleasure we can’t even measure!
EVERYBODY OPENS THE MAYONNAISE,
but we had it exactly the other way around: it was the mayonnaise that opened an important insight for us. Our task was to develop new packaging for a mayonnaise. We examined the product line and realized that all Chumak SKUs were isolated. All it had to offer the consumer was separate line items not pieced together into a holistic view of the brand, but instead a huge assortment over a great many shelves.
THIS WAS THE CHALLENGE
we took up, delving deep into the brand research. We were looking for ways to preserve brand awareness while piecing together all the bits of the puzzle into the big picture. We singled out the basis of the brand’s visual DNA—the blue. It had faded from many products, but was still the brand marker for the consumer.
BRINGING BACK THE BLUE
was surely not enough. Our primary concern was to group the whole product portfolio and find what united and what distinguished the products. We managed to shape a typical brand product group, which communicated its core idea: “From Field to Table.”
THE WHOLE FRAMEWORK
of the brand, rather than just a brand book, was what resulted from our labors. We designed a layout for each group we’d identified. The layouts formed the basis of over 400 designs. This is how a brand leader, Chumak, appeared on the shelves. Its strength and level are obvious to everyone now.
IN A NON-CHILDISH WAY
the brand entered into the class of ketchup for children, which it had originated. Every mom in the country is familiar with it now, but back then it was a mission awaiting completion. How should ketchup look in the eyes of kids, so they learn to love it? How should it look in the eyes of moms, so they will believe? We joined our efforts with the brand’s marketing team to finally cope with the task—meet the sweet and friendly face of ketchup!
YOU LOOK AT THE PRODUCT,
the product looks at you. We turned the complicated three-cornered packaging of Fruzi into a toy using amusing fruit smileys. The sub-brand reached far beyond the Chumak brand to the kid audience. It hit the shelves again with its simple products and charming design.
love superfruit. The brand needed to re-emerge, so we came up with multipacks. The packaging told the kids useful stories about their superpowers and offered them tattoo inserts to turn every one of them into a real superhero.
IT WENT NATIVE
in so many ways like no other product had. Sunflower seeds are traditional Ukrainian relaxants. So the Chumak portfolio grew a new sub-brand called Baidyky. We wanted to emphasize their traditional character, so we resorted to the images of artist Mariia Prymachenko. We chose the Ukrainian-to-the-core style for the design of the packages: six portraits, once seen never forgotten.
I mean, cereal. Chumak continued its march forward into the snack category, jumpstarting the mini breadsticks Perehrustyky. The brand won’t stop there. We are definitely not drawing any lines under this case. To be continued, for sure.