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1. AgroLine is one of the biggest suppliers of chilled and frozen meats in Russia. In planning to develop a new segment in fresh vegetables and herbs, the company invited us to help determine strategic objectives and develop a new brand from its very beginnings.
We used our original CORUNA BRAND REACTOR to cultivate and nurture a brand of vegetables worthy of the most discerning taste within this comprehensive project.
Modern greenhouse facilities near St. Petersburg and progressive Finnish and Dutch technologies used for growing vegetables and herbs indoors ensure high quality and freshness all year round. Still, it was necessary to examine consumer expectations and analyze competing offerings in order to understand what this brand brings to Russia’s tricky northwestern market.
Residents of St. Petersburg and the Leningrad region consider vegetables and herbs an essential part of their diet—they are the primary source of vitamins in a rather gray climatic environment. At the time of brand development, primarily imported products provided variety on grocery store shelves. Clean and attractively packaged vegetables are attractive to consumers, but since vegetables ripen en route to stores, the lack of taste inevitably leads to disappointment.
We don’t just understand the thoughts and feelings of Petersburgers—we’ve also identified the most promising nucleus of the target audience: THE EXACTERS. The exacters are active, modern urban dwellers for whom safety, utility, cleanliness, and taste are paramount. Exacters prefer products from local producers who make bold use of their territorial origins in their positioning. However, due to climatic conditions, the variety of their offerings is seriously limited. In caring for themselves and their loved ones, exacters wont change their aesthetic or gustatory preferences—only ripe vegetables may appear on their home menus.
The entire project developed around the idea of worthy graduates of a unique Vegetable University, where each graduate possesses sophisticated taste that is revealed in both form and content. A truly worthy vegetable grows only in the right environment and receives everything it needs before getting to the table—fertile soil, natural fertilizers, sunlight, and pure clean water to feed its root system. The proper environment determines behavior. The key idea of the brand, which forms the basis of its platform and also serves as the client-chosen brand line, is VEGETABLES WITH TASTE.
We literally turned the page on imported, “tasteless” vegetables. This local brand begins a new story. With fertile soil beneath our feet and sunlight overhead. With organic fertilizers. With the first tender sprouts and young stems.
Every vegetable turns over A NEW LEAF.
The name plays on a well-known idiom, and the very first reading reveals the idea of pristine freshness, knowledge of production and the refined taste of each vegetable. The repeating syllables in the Russian “s chistogo lista” make memorization easier, thanks to rhythm and melodics.
An elegant suit always emphasizes the exquisite taste of its owner. The name A NEW LEAF defined the concept behind the brand’s visual identification. Abstract watercolor washes on clean, textured paper are a vivid minimalist solution for package design and an implicit metaphor for the rich, juicy taste of ripe vegetables. This solution allows the brand to surpass its competitors with the clear and concise idea of vibrant vegetable patches. The identification system also has development potential for new types of vegetables that may subsequently appear within the brand.
Today, A NEW LEAF produces more than 6,000 tons of fresh and tasty vegetables every year, offering 14 varieties of tomatoes, 5 types of cucumbers, and 6 types of lettuces and herbs. A modern warehouse facility and developing logistics system allow the morning harvest to be delivered to grocery store shelves every day, where it awaits its “exacters.”
Always eat your veggies—with taste!
Agro-industrial holding “AgroLine”
Head of Marketing
Artem Aleksandrovich Kapitulsky
Visiting Brand Consultant
Samvel Albertovich Avetisyan
Project curator—S. V. Kim
Project director—S. V. Glushkova
Project strategist—A. Cheremushkin
Creative director—A. Poggenpohl
Арт-директор проекта - Черный А.