Malina

Malina

An updated packaging design brings you right to customers’ attention

"In a mainly traditionalist category, sometimes without real foundation, a brand which takes on a modern stand / position, and communicates transparently and honestly what is doing, has everything to gain where consumers are concerned, since they have begun to pay more and more attention to the products they consume. We helped Malina to take on an updated brand form, and to communicate authentically what it really is: a meat brand, baring respect to the authentic taste, with products prepared with the help of the newest technologies”

- Mona Ursu, Managing Partner BrandFusion 

Context:

Malina is a local producer of meat and meat products, with very strong presence in Oltenia and Muntenia regions. Possessing a manufacturing factory, modern and fully engineered, its own retail network and two product brands (positioned on the mainstream and the economic segments), Malina quickly became a major player on the meat market. 

Packaging design didn’t use to reflect the brand’s position and it wasn’t attractive enough on the shelves, since it was perceived as an obsolete design.
The new packaging design took into account three key elements: creating a modern, contemporary look, using category (meat products) specific elements, and developing a master packaging, which would cover the whole portfolio, as long as future range extensions. 

The brand slogan, talks about an authentic product, destined for people who are careful what they eat, but also about a certain way of doing things - with respect for the consumer, attention to the ingredients and attention to the production process.
In a category dominated by the colour red and images containing arrangements such as "sausage platter", Malina’s product brand communication is highlighted through color and graphic language, generated by the packaging design. 
A modern and differentiating communication, that supports the brand’s image and the product positioning.

 

Industry:

FMCG

Services:

Packaging Design, Product Brand Slogan, Product Brand Communication, Presentation Website 

Results:

  • Un nou design de ambalaj, care sa exprime modernismul brandului
  • Master packaging care sa poata fi folosit pentru multiple extensii de game
  • Implementarea master packaging-ului pe toate SKU-urile din portofoliu
  • Asumarea unui stil vizual si verbal de comunicare  
  • Coerență la nivel de comunicare de produs 
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