The owner of the ‘Meat World’ (МК «Мясной») chain began his journey in the meat trade under someone else’s brand (‘Rogansky Meat Plant’). However, in 2014, after a single trading point grew into a network, he decided to distance himself from competitors and establish his own brand. With this vision, the owner, Alexander Skorik, approached KOLORO. The initial plan was to launch operations in Kharkiv, as there were already sales points there, and subsequently expand to the western regions, including Kiev.
KOLORO was tasked with creating additional value for the new retail meat brand. The plan was to operate in the economy segment, and the brand identity needed to reflect this focus. The assigned tasks included:
The client outlined three requirements for the store naming in the brief:
80% of the proposed options should include the root “Meat” («Мяс» in Russian/Ukrainian).
95% of the suggested names should be a single word.
The name could be in either Russian or Ukrainian.
While the products were intended to be distributed nationwide in Ukraine, the initial launch was planned for the east, given the company’s origin in Kharkiv.
We commenced with a desk-based market research of the meat and sausage products, analyzing:
Based on our findings, we proposed four brand positioning options:
With these options in mind, we proceeded to the next phase.
We conducted an analysis of the names of existing competitor companies. Taking into account all client requirements, we prepared and justified the following preliminary name options for presentation: ‘Мясно’ (Meatly), ‘Мясотека’ (MeatTech), ‘Мяссорти’ (MeatSort), ‘Всемясия’ (AllMeat), and ‘Охоче’ (KeenMeat), among others. For more details on these options, you can read our article. Below, you can see several naming variations along with their visual associative concepts.
After the client approved the name, we curated around a thousand references and commenced the search for a logo concept for the store. Below, you can see three final options that were presented to the client.
The first concept partially reflects the situation of product consumption. A graphic element has been added to the sweeping font – a pot/potter. We chose a rich red color and placed the name at an angle. The logo turned out to be quite emotional and warm; it well conveys the mood that we wanted to put into the TM.
The graphic logo with embroidery is a response to the “Ukrainian trend” in packaging. We made the letter “M” from graphic elements that resemble curved ribbon and geometric shapes.
The blue-red concept combines two elements: embroidery and geometric elements.Here the letter “M” is placed in the center.
After the customer decided on the logo, we finalized it and moved on to adapting it for different media, as well as choosing the color scheme (substrate options). In addition, all logo design options were visualized on signs of various formats and POS materials, employee uniforms, documentation and store facade. The Myasnoye logo is a registered trademark, all rights to it are reserved.
The chain of meat stores “Myasnoy” has already expanded its presence beyond the Kharkov region, covering almost the entire territory of Ukraine with retail stores (except for Kharkov, there are points in Cherkassy, Sumy, Kiev, Dnepropetrovsk, Poltava, Zaporozhye, etc.). Ukrainian motifs and a simple, recognizable corporate style helped the new brand win the hearts of customers.
In the 21st century, a shop is a place where consumers experience new emotions and impressions, gain experience, and get inspiration. Developing a retail brand for a chain of shops allows you to:
You can order retail brand development at KOLORO. Here you will find what you have been looking for for a long time.
Developing the Work Plan
Pricing and Timelines