Adapting to the task, the project team drew attention to the importance for the new product of the concept of «family». It is not only found in the brand name, but also embedded in the business philosophy of the manufacturer. It is the family nature that is the key to understanding farming that is not tied to a specific place (the Cheburashkin farm-enterprise already operates in two districts of the Moscow region and will expand further).
Vera Zvereva, designer of Depot: «While developing the design, we immediately laid down a flexible system that can easily be adapted to different formats of packaging, while it retains the recognizability and emotional tone of communication. A series of illustrations consists of much more plots than now SKU. We hope that the line will expand and soon the story about the girl and the cow will see the light in full.»
Vladislav Cheburashkin, the founder and general director of the Bratya Cheburashkini: «Creating a new brand of dairy products in a more mass segment than the premium family brand Bratya Cheburashkini, we set ourselves a specific task — to find a design that would look attractive to the vast audience. We had to choose an agency that could surely provide many design options based on the positioning of the new brand, executed by different hands, and not by one or two designers, so unlike one another, and of course a high level of quality. Therefore, it is quite natural that proceeding from the task, we stopped at the leader of the branding services market — Depot. For the agreed period we were given eight (!) completely different design concepts, which we tested on consumers, interviewed 1000 respondents. And as a result, we chose the design that will be depicted on our products under the trademark Semeynoye Delo.»