gra brand design kovbas market main
KOVBAS MARKET is a chain store created in Dnipro City.This is the place where everybody can easily buy delicious and easy to cook food and to be totally sure in its quality and freshness.
Challenge
In 2020 the world has changed. KOVBAS MARKET also realized that it is time to change to win at the market. To make those changes effective the chain store should take a clear position at the market and communicate with the customer on emotional level.
gra brand design kovbas market 1
Investigation and strategy
To understand better what and how KOVBAS MARKET should say to its customers we’ve made an investigation. After dozens of interviews and quantitative survey we realized several important things.
Particularly it turned out that KOVBAS MARKET’s customers are foodies in some sense. ( Foodie is person with a particular interest in food; a gourmet.) The foodies appreciate the taste, uniqueness and freshness of the food.
gra brand design kovbas market 8
New food culture

To emphasize the emotional connection between KOVBAS MARKET and their customers ,we placed the customers straight at the brand’s heart.

But our people are not just ordinary people, they are the real fresh-eaters.

gra brand design kovbas market 10
KOVBAS MARKET is the place where fresh-eaters can eat freshly.

Fresheating is the fictional culture of people, who enjoy having a good meal and appreciate when yummy is fresh first of all. That’s why we created brand-heroes, with which it would be easy for the customers to associate themselves.

Such decision allows to place human to the center of communication and create some pleasant to follow rituals and rules.

gra brand design kovbas market 12
gra brand design kovbas market 4
Visual solution

To enhance new positioning in the hearts of the customers, we totally renewed the visual identity of KOVBAS MARKET. We have changed arrogant red on such colors as deep green, cheerful pink and warm yellow.

The new colors better refer brand role model according to the mood, because green color is associated with health and safety, pink – with creative approach and yellow with positive mood.

gra brand design kovbas market 7
gra brand design kovbas market 6

We visualized the brand heroes in the series of illustrations, because, surprisingly, people easily associate themselves with abstract characters, which have common features with them.

Moreover, we are really glad that the new branding is not only remained on the brand book’s paper, but appeared to be at the stores of the chain!

gra brand design kovbas market 5
gra brand design kovbas market 11
gra brand design kovbas market 18
gra brand design kovbas market 15
gra brand design kovbas market 13
gra brand design kovbas market 14
gra brand design kovbas market 3
gra brand design kovbas market 16
gra brand design kovbas market 2
gra brand design kovbas market 9
gra brand design kovbas market 17
Team

Director – Serhiy Maxutenko
Creative leader – Tusya Ieremenko
Marketer – Diana Shumytska
Art Director – Yulia Biliaieva
Senior designer – Inna Mychalska
Designer of animation – Bohdan Moroz
Illustrator – Olha Selisheva

other projects