HERCULES
"Sausage and sausage packaging design"
About our customer
“Natural sausages exist!” – claims the creator of the Hercules sausages and sausages product line. The giant of meat business, which occupies 24% of the Ukrainian market of semi-finished products, can assert this, because millions of Ukrainians entrusted him with their nutrition! Having made sure that our customer’s products are made of meat, salt and natural spices, we started to design labels for their packaging.
KOLORO branding agency has repeatedly created packaging design for food brands, including Globino, MK Miasnoi, Indelika and Landshmit. So we easily found a common language 🙂 Let’s see what interesting things we came up with this time and what we got out of it!
Analysing the meat products market in Ukraine
“If you don’t know your way around, don’t go into the water” – the marketing experts told us and set out to conduct market research. Thanks to them, we learnt which brands are the most popular and what trends are currently filling the market.
Analysing the target audience of the Hercules brand
After our marketers provided us with data on the state of the Ukrainian meat market, we decided to find out: who goes to it? So we decided to conduct social surveys, as well as talk to members of focus groups.
The analysis of the target audience of the brand showed that:
– sausages are bought when there is not enough time to cook;
– when there are no opportunities to cook more complicated dishes;
– large families with many children, where mum simply does not have time to cook for everyone.
All these people favour sausages because they take a few minutes to cook.
And this is faster than cooking dishes from raw meat, but at the same time very nourishing.
Social characteristics of potential buyers:
– age – from 20 years old;
– income level – average and above average.
Modelling the purchase and consumption situation
Sausage products are a product that is relevant 365 days a year. Meat semi-finished products are bought by young couples when they are busy at work and do not have time to prepare dinner. Sausage is bought by mums to make sandwiches for their children.
And by New Year’s Eve, sausages are even more popular thanks to the Olivier salad and meat cuts, which are everyone’s favourite.
Sausage design trends
European concept – This is a restrained style, the main element of which is the shaped cut edges of the sticker in calm colours.
Leadership concept – According to the designers’ idea, the upper part of the label should be made in the form of a noble red fabric with a golden border. The border separates the red fabric from the black background with dark grey ornamentation.
Modernist concept – Black circle with a golden border, in which the Hercules logo is inscribed. The reception is effective, it works just like the Lucky Strike pack design.
Terms of Reference: What it means to design packaging at KOLORO
Finally we got to the most interesting part – creating the design! Our account managers together with marketing specialists drew up detailed technical specifications.
KOLORO concepts for Hercules products
Concepts for the perfect Hercules label
Upon seeing the terms of reference, KOLORO designers were not confused and proposed several concepts that could best emphasise the brand positioning and product features.
The client recognised all three concepts as suitable. Therefore, our designers created a universal black circle with the logo for all types of products, and a white background decorated the labels of premium sausage varieties.
Pre-press preparation of packaging
Creative studio KOLORO created layouts based on the concepts and prepared them for printing.
The designers placed all the elements in such a way that important elements are not on the cut line of the printing press. Other inaccuracies in the underlinings are corrected by trapping.
It's done
KOLORO designers created a laconic and modern label that unites all Hercules sausage ranges and sets them apart from their competitors.
What brand of sausages would you choose? While you are thinking, you can order a label design from KOLORO and we will create for you a brand that anyone will want to choose!
