Challenge:
Traditional charcoal requires firewood, paper, or lighter fluid to ignite — adding time, effort, and sometimes affecting food flavor. Our client introduced 5 SEKUND, charcoal briquettes that ignite from a single match and burn significantly longer than standard charcoal. The challenge: to develop a bold brand identity and packaging system that clearly communicated these benefits within seconds on the shelf.

Research & Insights:
Market analysis revealed three major issues in the category:
– Competitors’ packaging looked generic and failed to highlight unique advantages.
– Consumers struggled to identify which charcoal options burned longer or were easier to use.
– No existing brand effectively communicated convenience or innovation.

5 SEKUND’s clear benefits provided an opportunity:
Ignites instantly without additional tools.
Burns longer with three distinct formats:
Round — 1.5 hours
Square — 2.5 hours
Hexagonal — 3.5 hours

The packaging had to deliver this message instantly and visually.

Creative Solution:
Logo:
The brand name itself communicates speed and convenience. We elevated it into a striking visual identity:
A glowing number “5” styled as a burning coal with flames.
Bold “SEKUND” typography conveying reliability and strength.
A fiery red palette evoking heat, energy, and impact.

Packaging Design:
The packaging was designed to serve as the primary salesperson:
A large, burning “5” dominates the front panel, creating instant recognition.
Black background reinforces premium positioning and ensures contrast.
Color accents (green, orange, blue) differentiate the three briquette formats.
Infographics with icons — “one match,” “no firewood needed,” “stress-free relaxation,” “low smoke” — simplify and emphasize key benefits.
Functional design: Three die-cut holes at the top allow easy carrying, even with one hand.

Results:
In just a few days, we created a complete identity system — from naming and logo to packaging design. 5 SEKUND became Uzbekistan’s first charcoal briquette brand positioned as innovative and convenient. The packaging instantly communicated value on shelves, leading to rapid adoption in the domestic market and expansion into Kazakhstan and Tajikistan.