Kovbas market
new food culture
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.
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.
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.
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!
Head of project — 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
