People love (Ludi lubyat) – Private Label for Fish Products for “Perekrestok”

Brand
Retail chain “Perekrestok”

Goal
The main goal of the new private label (PL) for “Perekrestok” is to make fish and seafood a familiar and beloved dish in their customers’ daily menu. The brand includes frozen and chilled fish, seafood, canned goods, preserves, and caviar. OMB was tasked with developing packaging for the entire extensive range of the PL.

Ideas and solutions
“People Love Fish” – a simple and friendly statement. It serves as the starting point for the rest of the communication, where the packaging itself tells the story of the taste and origin, with the product becoming the main focus.

We divided the communication into three themes: geography, flavor qualities, and recipes. Thus phrases like “Delicious in any recipe” for frozen pieces of hake fillet or “Thick slice of tender trout” for salted trout fillet were born. Together with the “Perekrestok” team, we formulated appropriately emotional phrases for the product matrix of the new brand. For example, “Indulge in juicy shrimp” or “Indulge in mussels from Chile.”

*The phrases listed in the text and illustrations are concepts and examples, and the final version may differ.
For the visual solution, we created a palette of clean, modern, and rich colors. Coral shades were selected to emphasize freshness and associate the product with high-quality fish, turquoise was chosen to accentuate freshness, and light blue to highlight low-calorie content. A font pair of a bold contrasting grotesque, conveying the brand’s tone, and a geometric calm grotesque for the informational text created a harmonious combination.

Result
The brand was successfully launched in June 2024, is highly visible on the shelf, and regularly appears in photos and videos on customers’ social media due to its modern minimalist design.

Quote
“From the very beginning, the OMB team demonstrated a high level of professionalism and creativity. The development process was very interactive and productive. The work became not just a collaboration but a true partnership. Through joint efforts, we were able to create a bright and memorable brand identity, and its launch became a highly anticipated event. We are proud to announce that 46 SKUs have already been launched, and that is just the beginning! Our team is inspired by the results achieved and eagerly anticipates the next stages in the development of the ‘People Love’ brand,” said Anastasia Chertina, PL Brand Manager at “Perekrestok.”

“Together with the ‘Perekrestok’ team, we created a brand that demonstrates the benefits of consuming seafood. We were excited to develop a new concept that is clear and relatable to customers. The process of buying healthy products became easier and more enjoyable. The brand’s ‘friendly’ and ‘human’ design truly resonates with customers,” commented Nadezhda Parshina, Creative Director of Ohmybrand.

Background Information: “Perekrestok” is a Russian supermarket chain that is part of the X5 Group. As of September 25, 2024, the chain includes 972 supermarkets in major cities and regions. The “Perekrestok” assortment includes 15,000 product items, of which of special note are approximately 2,200 healthy food products, ready-to-eat meals, and a wide range of “fresh” category products: dairy, meat, bakery, and confectionery items, fruits, and vegetables.
“Perekrestok” provides customers with fresh and high-quality food products through the development and use of innovative retail technologies and has special zones such as cafes with open kitchens, a pizzeria, a full-cycle bakery, and a tandoor in supermarkets for visitors.
Ohmybrand is an independent branding agency founded in 2012 in Moscow, specializing in a wide range of services – from product audits and research to naming, product design, and developing creative ideas for consumer communication.