MIASNYI HUTIRis a well-established brand with a long-standing history, offering a well-balanced range of high-quality traditional meat and sausage products at affordable prices. The brand has grown from a local producer into a strong national player, building a distinctive identity and character over the years. It took remarkable confidence in the future and a clear strategic vision to embark on a bold comprehensive rebrand, following a series of studies conducted in the turbulent spring of 2022. |
WHAT DID WE SET OUT TO ACHIEVEwith the brand’s visual transformation? Our goal was to create a contemporary, cohesive brand identity and enhance its perceived value. At the same time, it was important to preserve what mattered most — warmth, friendliness, sincerity, and a natural feel. The playful piglet vibe was left behind. Instead, we retained the distinctive curved shape of the logo, reminiscent of a handcrafted sign, and gave the wordmark greater confidence, authenticity, and maturity. The diamond also became an important heritage element: if it previously formed the label, it now serves as a counterform for the brand block and key information. Across different packaging formats, the diamond also takes on different roles. In some, it is an integral part of the background; in others — for example, on modified-atmosphere packs for sausages and frankfurters — the film features universal brand graphics, while the diamond becomes part of the individual SKU branding as a separate label. This makes the packaging system both adaptable and efficient. |
THE SEAMLESS CORPORATE PATTERNbecame a recognizable brand asset. Look closer, and you’ll see that it was created entirely by hand. Woven from symbols of authentic farmstead life — animals, cottages, plants, hay bales, tractors, and natural phenomena — it has a lively, organic feel and avoids mechanical repetition. We made the color palette another expression of naturalness. The mustard-olive hue, paired with dark bronze, creates a sense of natural maturity and quality. The contrasting yet natural color palette became a functional tool for marketing communications — promotions, new launches, additional ingredients, and other product highlights. |
OUR WORK ACROSS A LARGE, DIVERSE PORTFOLIOresulted in a cohesive yet flexible design system for different product categories. Drawing on three enduring elements — color, pattern, and diamond — we created a packaging architecture that not only ensures brand recognition but also makes it easy for the client to extend the design to new SKUs. The new Miasnyi Hutir is a harmony of contrasts. It brings together technology and naturalness, warmth and structure, mass appeal and individual character. And most importantly, this system works convincingly at shelf level. |
THE REBRANDING EXTENDEDbeyond packaging. For Miasnyi Hutir, we developed a comprehensive brand communications framework spanning everything from the smart corporate apron and product catalogs to retail space design and other brand assets. It’s especially rewarding to see the client continue to evolve the brand, using the identity we created as a foundation. |
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The Project |
The Case |
