The company, “Products of the XXII Century,” contacted the Moscow-based branding and packaging company Ohmybrand to overhaul its current identity in order to cater to new customer segments beyond its current geographical boundaries.
The design house mentions the following:
“Previously, the company got most of its profit from the wholesale. Recently the company has decided to expand the geography of its presence and its implementation channels. The company has carried out extensive work. It has reformatted the assortment, leaving only the most useful and easy-to-use ingredients. It has also expanded the line of ready-made products with added functionality (for example, products with added fiber and vitamins).”
In addition to creating a new visual system, Ohmybrand shortened the brand name to “22” from “Products of the XXII Century.” Furthermore, the new bright color palette conveys a cheerful and positive brand personality. Proper disposal of the packaging and recycling instructions have also been provided to make life easier for the customers.
“We analyzed the audience and identified the main barriers of perception that can be influenced by correctly constructed branding: healthy food cannot be delicious, it is difficult to prepare and hard to understand, it does not work and, most likely, the words about its benefits are all lies and “marketing”.
Therefore, the new concept is based on the understanding of the problems of the entire segment:
- the “entrance” into a healthy diet for non-specialists should become easier
- consumers should understand at a glance what the benefits of a particular product are and how to use it
- eating right is simple as pie”