Anna Rozhnova
Project Manager at Farhad Kuchkarov
TitleVALAAM: The luminous power
Agency
Campaign Valaam
Advertiser Valaam monastery
Brand Valaam
Date of First Broadcast/Publication 2018 / 4
Business Sector Dairy Products & Eggs
Story 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.
Philosophy “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.”
Media Type Packaging Design
Art Director
Art Director
Designer
Strategy Director
Account Manager
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

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