CartOfFun: creation of a new potato chips brand
Client:
Activity:
Industry: Soft drinks, snacks
Context: The company has been on the market since 2007. Its product range is expansive and includes water, juices, nectars, lemonades and energy drinks. However, they did not produce any snacks until very recently. That category has been developing rapidly lately. So, in order to capture the market leadership, a decision was made to launch its own potato chips brand.
Objective: Potato chips are one of the most popular snacks, with lots of new brands appearing in the last two or three years alone. That was why our objective was to not just create a cool design, but position the brand so that it would stand out and become the sales leader.
What we did: We studied the snack and, in particular, the potato chips market. We developed the brand positioning and platform. We thought of a name and package design that would present that positioning in the most striking way. We ran quick target audience testing to understand people's reaction to the product. And to finish it off, we developed a creative concept to launch the product on the market with as much effect as possible.
How we did it: We reviewed and analyzed market trends. We studied competitors to find something that would distinguish our client from them and help us stand out against the empty noise. We worked through various consumption scenarios. We studied our target audience's lives. We figured out that their favorite humor formats today are irony and post-irony: that is how they respond to stress. Potato chips are always a nice way to reboot. That was how our concept of “ironic and surreal potatoes” was born. That was the exact idea behind the CartOfFun name. It is, on the one hand, as simple as possible, but, on the other hand, it's full of post-irony, because only a daring brand can turn a mundane snack into something cool and striking. That is what our slightly crazy, but highly aesthetic design, full of lots of amazing details, reflects. CartOfFun is a brand that is ironic and striking, that breaks stereotypes and turns everything upside down. It's ready to bring joy and wonder to anyone who values beauty.
The snack market is extremely competitive. To enter it, even at the point when global potato chips brands and cross-competitors are slashing their marketing budgets, it's essential to design a correct strategy and establish communications.
When developing the strategy, our key objective was to look for a new way to reveal the features that would make consumers choose our potato chips first, like their taste or packaging design. We were also searching for a new marketing language that would still be widely understood and popular with broader audiences.
While studying our target audience, we discovered that generations Y and Z, both those who consume potato chips frequently and those who do it less often, are united by the online culture of slang and memes. Generally, they eat chips while watching YouTube videos where ironic jokes have long since become a staple.
In order to remain relevant and easily understood in the coming years, we studied the latest trends in humor. Irony and post-irony are the most popular formats now. That is how people respond to stresses that surround them. Irony helps them get through crises, while potato chips are a great way to reload and escape from reality, at least for a while. That was how a new concept of ironic and surreal potatoes was born.
No banal humor. No mundanity or mediocrity. No doubts or excuses. Just absurdity, creativity and confidence.
After collecting all those ideas, we started thinking about the name. If you want to make something post-ironic, you should not be afraid to make it nominally understandable: to tell a familiar story, but present it from a new and unexpected angle. We studied hundreds of memes, went through endless variations, tested internally and among our target audience to find the thing we needed. Something that would be so simple and categorical as to become the veritable symbol of post-irony. That was how the name CartOfFun came to be. CartOfFun is a cart full of pleasure and delight.
Next, we started thinking how to bring those post-ironic ideas to reality through design. Stickers, copyrighted slang, memes, crazy 3D potatoes? Maybe. But finding a concept that would never feel old-fashioned was even more important. A concept that would become true modern art among snacks. We chose the steampunk style, but enhanced every image with wondrous, absurd details. The modern logo, for instance, got a prominent retro element: a rococo pattern. Each flavor of chips got its characters and mascots: masked herbs pretending to be human, a gentleman crab in a top hat, Mad Hatter tapping out the word “salt” in Morse code. New flavors along with new memorable images will appear down the line.
What you see now is not just art: it's original CartOfFun potato chips by Inzare. A brand that is ironic and striking, that breaks stereotypes and turns everything upside down. It's ready to bring joy and wonder to anyone who values beauty. It's based on natural ingredients, select potatoes and a designer look on your favorite flavors.
As a final touch, we developed a creative concept that helped make all meanings and ideas built into the brand clear and apparent and cement it as true modern art.
Team:
Anastasia Tretyakova, Executive Creative Director,
Aleksey Fadeev, Creative Director,
Farkhad Kuchkarov, Strategy Director,
Galina Evdokimova, Verbal Communications Director,
Elena Nadeina, Art Director,
Ksenia Titova, Designer,
Roman Belyaev, Designer,
Yulia Lvovskaya, Designer,
Stas Neretin, Designer,
Anna Komleva, Designer,
Svetlana Korotkikh, Designer,
Elena Ratner, Designer,
Matvey Rogov, Motion Designer,
Rustam Fayzrakhmanov, Pre-press Designer,
Aleksandr Zhegulov, Copywriter,
Maria Geldt, Strategist,
Darya Suslova-Ognennaya, Strategist,
Nikita Potapov, Project Manager,
Aleksandra Ivanova, Director, Account Management Team,
Aleksey Andreev, Managing Partner,
Anna Lukanina, Managing Partner,
Anna Kalinicheva, Sales Director,
Darya Sobolyanova, Business Development Director,
Aleksandra Rumanova, PR Manager.
