Task
The VkusVill ready-to-cook assortment includes a variety of soups, salads, main courses and snacks – a total of about 200 items, which can be purchased in 1,270 stores and 200 micromarkets of the chain. The strengths of this segment in VkusVill are high-quality formulations – with a minimum of preservatives and other “controversial” ingredients – and a wide range – in which everyone will find something to their liking.
Until now, the category existed without a design system and without uniform display standards, and this greatly complicated the process of choosing and / or searching for ready-made dishes in the chain’s stores for buyers. At the same time, the main difficulties were with the search for dishes on the shelves (if the buyer purposefully went, for example, for borsch) and with the study of the composition of a particular dish (if the buyer wanted to get acquainted with a new position for himself). In addition, the division of the assortment into 8 collections used at that time was too cumbersome to perceive and did not work.
As part of the business goal of expanding the segment, the retailer’s brand team assigned Ohmybrand the task of “re-inventing” the VkusVilla culinary category. It was required to visually improve this area in the chain’s stores by redesigning the packaging, to make the purchase process in the category convenient and pleasant for customers, to think over a system of differentiation by line, to take into account the various form factors used.
At the same time, the target audience of VkusVill is quite diverse – these are young people, pensioners, office workers, and housewives. But its core is made up of people who care about their health and proper nutrition – making a choice in favor of ready-made cooking, they expect high quality ingredients from it and compliance with the standards of preparation, storage and transportation of certain dishes.
Solution
The first step in the workflow was to determine the classification of the assortment dishes and divide them into lines. As a result of our joint work, we have identified three areas:
“classic” with simple, familiar and understandable dishes;
“balance” with positions carefully thought out in terms of composition and KBZhU;
“gourmet” with interesting dishes for gastronomic enthusiasts and lovers of new things.
Differentiation has been introduced for their main ingredients. They are labeled with an intuitive color coding: red = beef, pink = pork, yellow = poultry, blue = fish and seafood, green = vegetables.
Such a large division (as opposed to the existing 8 lines) turned out to be simple and clear for the target audience of stores and at the same time convenient for the project team in terms of working with the product matrix.
The visual solution was based on the attitude of the VkusVill team to its customers. “Conscientious work, attention to feedback and the desire to respond promptly to it – all this was felt in the VkusVilla team even at our agency-client meetings,” says project designer Valeria Pauli. – At all stages, from production to marketing, they put so much warmth into their work that we tried to make it come through the packaging design as well. This is how the concept “Warmth of our hands” was born. Its idea is that every dish presented in the VkusVilla culinary department is made by the hands of masters – people who are not indifferent to their work, who cook for us every day with love and care ”.
The chosen design concept easily fits into different packaging formats, gathers them all into a single whole on store shelves and can be easily transferred to new products that appear in the assortment: the VkusVill design department can work with it without any questions.
