CORUNA specialists were presented with the task of developing a brand that could stand out from competitors and find its niche in the “mid-range+” segment. It was crucial for the brand to win over consumer trust within this segment, and to become easily recognizable. In the course of discussions with our client, we came upon the concept of a “home restaurant,” which became the foundation of continued work on the project.
On the basis of the chosen concept we came up with the name “Biffile.” The phonetics of the word BIFFILE conjure the image of a cosmopolitan brand—an image of ease, vibrancy, and a variety of emotions and expressions. The lightness and freshness of the name are fully consistent with trends in the grocery products market like “fresh,” “natural” and “eco.”
In this context, food is perceived as an element of a particular lifestyle: striving to try new products and new brands, desiring the exotic and aspiring to travel.
The semantics of the name BIFFILE declare the quality of the product and are built on the pervasive notion of the fillet as a delicious, choice, quality, and fresh cut of meat—these properties are what characterize the BIFFILE product itself.
In working on the logotype and packaging we came upon the unique and indelible image of the cutting board, which became a primary element of identification. It symbolizes the process of preparing meat at home and creates a vivid, memorable and recognizable brand image. The catchphrase “Cook like a chef” is clearly consistent with this concept.
For the launch of the advertising campaign we chose the slogan “Real cool beef,” which emphasizes the product’s key feature—its naturalness. The promotional materials we designed reveal the key benefits that BIFFILE offers over competing products.