LANSHMIT
"DESIGN A SAUSAGE LABEL IN A WEEK."
Background and challenge
Inco-Food was founded in 2001, and a year later it produced its first batch of meat products. Today it is a large enterprise that produces products under two brands – Inco-Food and Belarusian Traditions.
Representatives of Berdichev branch of Inco-Food approached KOLORO branding agency with an interesting task – to develop a sausage label design and market entry strategy in just 10 days. It was a difficult and interesting challenge, which we decided to accept.
Phase I - Analysis
Traditionally, we started the project with a marketing study of the sausage market. Lanschmitt sausage belongs to the economy segment, so we analysed the label design, positioning and promotion strategy of brands in this segment. It turned out that the majority of sausage brands in the economy segment use red colour (from light to burgundy), pack their products in transparent vacuum flexible packaging and apply a logo pattern on its entire surface.
Lanschmit is a brand from Western Ukraine, and the company has a wide market in this region. Therefore, in the analysis we also considered regional brands that are common there.
Phase II - development of a market entry strategy
The client set a task to reach a wide audience: men and women with “average” and “below average” incomes from 20 to 65 years old. In order to appeal to such a wide audience, we decided to act unconventionally. Most producers of sausages in the economy segment rely on a flashy red colour and simple appearance. We chose a different approach.
In the economy segment of the sausage market of Ukraine there are practically no interesting visual solutions. We decided that cheap does not necessarily mean tasteless and garish. “Lanshmit” is a brand in European retro-styling, which evokes associations with a small home butcher shop. The striped pattern, the combination of white and red and a smiling butcher in a cap help to emphasise these features. The “European” image is completed by the inscription “smacznego” (Polish for “bon appetit”).
Character development for the sausage logo
The logo of Lanschmit sausages and wieners is a stylised portrait of a butcher. Under it is the brand name and the text wish “smacznego”. Thanks to this solution, a clear link between the friendly face of the butcher and the brand name is created in the customer’s mind. This helps to establish communication between the brand and the consumer.
With the image of the butcher, we wanted to confirm the naturalness of Inco-Food products, create a strong association with domestic quality, and give the brand a face.
Development of a design concept for a series of labels
There are 3 types of sausages and 3 types of sausages in the Lanschmit series. In order for people to be able to quickly distinguish between baby sausage and dairy sausage, we have provided a colour distinction.
A pattern of two-coloured vertical lines has been added to the bottom of each sausage and sausage label. There is a combination of:
- yellow with white;
- blue and white;
- green and white.
The striped pattern does not break out of the general style of the label and does not clutter the space.
Author's supervision over the production of the first print run of the label
We provide an on-site service to check the quality of the first run of labels and avoid mistakes. Together with the technologists, we are responsible for the result – a correctly printed series of labels.
You can read more about this service here.
Results after one year
The refreshed Lanschmit sausage brand had a good start on the market. It grew by 9% in sales and increased its market share by 7%. Surveys show that consumers like the brand as it looks good against competitors.
The packaging perfectly fulfils the task of mystification: a smiling butcher, a successful combination of white and red, the inscription “smacznego”, a slight retro stylistics – everything adds up to a complete image of a quality sausage with foreign roots. “Lanschmit” significantly differs from the economy segment of the Ukrainian sausage market, so sales are growing.
