Nova Artizana Евгения Стрельникова
This work
in other
nominations
Promotional printed Media and Item Design
Task
Project Nova Artisana – a new cheese brand. Target audience Premium chain stores customers in Saint Petersburg and Moscow. Idea Due to the food embargo the large western cheese producers had to leave Russia. Domestic cheese producers took their place. However, consumers are often not satisfied with the quality. A good cheese is not conceivable without good milk. And almost all the dairy herd in Russia belongs to the breeds not intended to cheese production.
Ideas and solutions
Nova Artisana farms use milk only from its own herd, the only herd in the Russian North-West that consists of the Ayrshire stud breed – the second “world” dairy breed. In communications we proposed making the emphasis on the unique raw materials that the brand deals with. Nova Artisan makes specialty cheese from the specialty milk. The main communication characters are the “very thoroughbred” cows, the aristocratic cows. It is the Ayrshire breed milk that is often used for cheese making in Europe, so, it is what allows making cheese of a new level for the Russian producers. The irony of the image used allows reducing the pathos of the statement and emphasize the modernity of the brand. Off standard image style allows standing out from the competitors.
