Visual identity, package design
BIG LUNCH. IT’S ALL ABOUT NATURAL!
Ten years ago Kukhnya Bez Granits (Kitchen Without Limits) was the first to launch an instant meal product made of natural meat under Big Lunch brand.
It contains no substitutes or soya, and that makes the product stand out from its competitors. However, this advantage was not communicated in the product’s package design. Soon, having considered the high competitiveness in their market segment, the company realised he necessity of communicating of the brand uniqueness in its design.
Mildberry has developed the brand's new package design, which distinguished Big Lunch from its competitors, and highlighted the quality of the product. Big Lunch new packaging retained its brand awareness and also gained an improved taste differentiation system.