Valaam - "VALAAM: The luminous power"

Advertising Group Depot WPF

Advertising Group Depot WPF Moskva, Rusia

Premios

2339

Marca: Valaam
País: Rusia

Anunciante: Valaam monastery

Título	VALAAM: The luminous power
Agencia	Advertising Group Depot WPF
Campaña	Valaam
Anunciante	Valaam monastery
Marca	Valaam
Fecha de primera difusión/publicación	2018 / 4
Sector Empresarial	Productos lácteos y huevos
Sinopsis	Valaam is the place of power - famous monastery and one of the main religious places of pilgrimage in Russia. The monastery has its own dairy production. The products are sold in regular supermarkets in big cities and compete with regular dairy brands from huge factories and small farms. The brief was to create packaging design relevant to the monastery production yet finding the fastest and the simplest ways of delivering the message to consumers on a massmarket shelf. The monastery has no promo budget, so the packaging is the only communication channel of the brand. Outcome The new packaging design allowed a monastery product to be well perceived by Christian audience as well as by consumers of other religions. The brand has good potential to enter the stores listing, thanks to attractive design that is appreciated by all buyers and category managers. 5 largest Russian retailer chains signed the contract for selling Valaam products. Valaam is one of the most authentic dairy brands in the market today. Execution The logo is the first letter of the name Valaam designed in a modern way, but preserving the style of ancient Cyrillic typography used in Orthodox religionus icons. The yellow dot is always placed behind the photo of the product to remind of a halo and transfer the message of goodness. Campaign Description We suggested a totally white packaging relevant to the dairy products as well as to the purity of the monastery and placed one strong symbol in the center of the composition. The yellow dot is the luminous halo, the sun, nimbus and the ultimate eyestopper in the supermarkets. The design is not offensive for Christian audience as it reflects light and purity. At the same time it's attractive for mass consumers who do not want too much ideology in a pack of milk.
Filosofía	“Valaam is the place of power - famous monastery and one of the main religious places of pilgrimage in Russia. It is located in Karelia, which is well known for its unique nature, clean air, lakes, cliffs and forests. Could there be a better background to launch new dairy brand? But when you launch on mass-market it is tougher than you think. The competition is so strong, and messages are so cliche, you need to find the fastest and the simplest ways of delivering the message to consumers, you need to find unique language but still not fall out the category. Our design is as strong and self-sufficient, as unique and engaging but yet so simple and full of meanings, as the place itself is. The sun, the halo, the purity, the pristine, the kindness, the completeness and the perfection. Aren't these words fit dairy products the best? Together with modern approach to Russian traditional typography and extremely clean packaging design solution Valaam is one of the most authentic dairy brands in the market today.”
Medio	Packaging Design
Director artístico	Nikita Ivanov
Director artístico	Alexey Fadeev
Diseñador	Nikita Ivanov
Strategy Director	Fara Kuchkarov
Responsable de cuentas de agencia	Anna Rozhnova
Creative Director	Alexey Fadeev
Art Director / Designer	Nikita Ivanov
Account Manager	Anna Rozhnova
Account Manager	Anastasiya Fedorova
Account Manager	Irina Zavtoni
Entrant Company	DEPOT WPF
Idea Creation	DEPOT WPF