Produkty Pitania has finished redesigning its Zolotoy Petushok trademark
— 2005-09-23 —
Produkty Pitania, Russia’s major manufacturer of frozen convenience foods under the Zolotoy Petushok and Domashnaya Skazka flagship brands, announced that it has completed redesigning its Zolotoy Petushok product logo and packaging.
In an effort to build stronger brand recognition and loyalty for its Zolotoy Petushok product line, Produkty Pitania has redesigned its logo and packaging. Whereas previously the company focused on promoting product sales and distribution (using a push-strategy), it has now shifted gears to a more targeted pull-strategy, aimed at solidifying its consumer market base with a brighter and more visible product image.
Before launching the redesign, Produkty Pitania conducted a number of market research studies, which included both qualitative and quantitative analysis, to help guide the process. Using this information, the company then designed a more vibrant logo and package design that is easier for consumers to recognize in the grocery case.
Created in 1996, the Zolotoy Petushok frozen foods line has a strong consumer following – the result of Produkty Pitania’s keen ability to keep up with changing market trends and consumer preferences in Russia. But according to Tea Grguric, the company’s Vice-President for Marketing, consumer demographics was a big factor in the redesign. “The Zolotoy Petushok brand targets average income consumers, aged 25 to 45 - most of whom are working women with families, and who appreciate high-quality products that are both unique and convenient to prepare. What’s more, this product line already has a loyal – as well as growing - consumer base. Thus, we wanted our package design to attract young, busy consumers, while also retaining many of its more recognizable elements, like the checkered tablecloth.”
Message clarity, as well as distinctive color also played major roles in the new design, said Grguric. “By experimenting with colors, we can introduce an emotional element to the redesign. For instance, certain colors like red and yellow communicate the joy and warmth of home and home cooking.”
And finally, consumer convenience was key to the process. As Grguric put it, “All of the new design elements emphasize the product’s many competitive advantages, while the product labeling is also easy to read and understand. The idea is to present Zolotoy Petushok as a uniquely appetizing product, which is economical, easy to serve, and pleasing to the entire family.