LUZGI
BRANDING FOR SEEDS
Background
They say that seeds are a drug that you can’t get off. And while our project manager is running to the shop for a fifth packet, we’ll tell you how we developed the branding of the seeds.
Terms of reference for product creation
Our client is an enthusiastic start-up producer who had been studying the technology of roasting seeds for a long time, saving up money for the necessary equipment, and finally decided to enter the market. Our specialists were required to carry out branding, in particular to develop a positioning, UTP and packaging design.
Analysis of the seed market
At the beginning, we always research the market. In order to objectively assess the prospects for launching a new brand and current trends, it is essential to carry out market research. This is what our marketing specialists did before we started developing the brand.
Naming
Developing a brand name for a brand of seeds
Based on the results of five stages of naming, LUZGI was chosen. It meets all the customer’s requirements, is equally readable in Russian and Ukrainian and reflects the features of the product (sounds tasty, “crispy”). The name evokes associations with the process of consuming seeds as they say in the people, husking. Usually seeds are husked when having a good time, relaxing in the company of friends or alone. The chosen name has been registered as a new trade mark.
The client thinks for a long time... and finally chooses one of the options. We write a legend for the name, and move on to the second stage.
Registration of the name of the seeds in Class 31
Based on the results of naming, the LUZGI option was chosen. It meets all the customer’s requirements. The name evokes associations with the process of consuming seeds – as they say, husking. The chosen name was registered as a new trade mark.
Packaging development
Grammage selection
Together with the client, we decided that the best solution would be to create mini-formats of 80 and 130 grams. It is necessary for customers to first familiarise themselves with the product, as few people will risk buying a large packet of seeds from a new producer. Once the brand becomes better known, the maxi format can be launched.
Packaging material
Metallised polypropylene with a matt surface was chosen to create the packaging.
Packaging cut
It was envisaged that the print run would be printed on the customer’s equipment, so the customer provided ready-made packaging cuts.
Seed packaging design and positioning
KOLORO’s marketers have developed several positioning ideas that fit well with the packaging design. Prominent examples include:
- “Natural roasting” – thanks to the use of traditional roasting methods, the seeds have a delicious flavour that is associated with childhood, friendly gatherings and holidays at grandma’s house;
- “Enjoy husking delicious seeds” – LUZGI seeds open (husk) very easily without injuring tooth enamel or fingers. It is a pleasure to eat them;
- “Meditation” – husking seeds is a kind of way to relax, rest, meditate. You just need to switch off your consciousness and enjoy the process.
Option chosen by the customer
The customer liked “LUZGI friendly seeds” more than the other concepts. The colour scheme consists of white and another bright colour (depending on the type of product). The fonts are large, with soft bold lettering.
The identifying element is a “friendly” seed that invites to try the new product.
Division of the product line into titles
The back of the packaging contains all the elements required by law: data on the manufacturer, storage and consumption conditions, weight, nutritional value and barcode.
Division of the product line into titles
Ordinary
Red and white colour scheme. The character is a black sunflower seed.
Salty
Turquoise and white colour scheme. The character is a black sunflower seed with a “beard” of salt
Pumpkin
Orange and white colour scheme for regular and salad white for salty. The character is a pumpkin seed.
Creating a TSS
On the back of the packaging there is a small infographic – a peeled seed surrounded by the captions “Easy to husk”, “Few husks” and “Large kernel”. That means that LUZGI are not only tasty and natural, they are also pleasant to eat while relaxing alone or in company.
Final result
Бренд был тепло встречен на востоке Украины, поэтому в ближайшее время LUZGI планирует расширить географию распространения на всю территорию страны, а может быть, и дальше :). Мы желаем LUZGI успехов в новых начинаниях и ждем вас. Давайте вместе создадим новый бренд, который покорит сердца миллионов!
