Client and task
In 2018, a client came to us with the idea to launch an entirely new brand identity for a company that sells natural, ready-to-cook foods online.
The company wanted to create dishes that are known and loved by all. The company founders wanted to impact people’s lives. Their goal was to bring back the flavors of real food and help people improve their health and well-being while breaking free from routine. It wasn’t about dramatically changing people’s lives, but about making small but tangible improvements.
Our goal was to figure out the company’s positioning, name, and visual identity.
Naming
We turned to the Russian national character, specifically our ability to find a way out of life's most difficult situations. And there’s one, untranslatable word that represents just that: “Smekalka”. Loosely translated as “resourcefulness”.
Throw a meal together. Freeze some dumplings or meal prep a cutlet. Run to the store after work. Or find something just as delicious and nutritious online and feed your family well while saving time. For this, you need “smekalka”.
Visual identity
Smekalka is a fitting name, as it not only reflects the positioning of the brand, but also the functionality of the product. We decided to bolster the impression of “smekalka” by creating a visual “aha” factor to represent the concept of the company.
The logo also reflects this “aha” factor.
The brand concept and spirit are combined visually using a thought bubble. The intangible values of “good people, great stories, and honest food” are upheld through copywriting and brand messaging.
The colors are fun and engaging. We use them to code products on the menu and add emotion to the brand messaging.
Media
When creating the company media plan, we emphasized a style that was natural, short, and sweet. We also added messages about “smekalka” to strengthen the brand concept.
Results
The client successfully launched their brand identity on their packaging and communication channels, including social media, promotional materials, and website. The project is ongoing and growing fast.
Project Participants
Natalya Epifanova — Project manager and curator
Pavel Konyukov — Art Director
Ulyana Kozhevnikova — Strategist
Maria Davydova — Designer
Artyom Zykin — Namer
Davud Safarov, Marina Morina, Ekaterina Burtseva— PR & Case Design
