As part of a comprehensive review of Pyaterochka’s private label portfolio, a bold and ambitious project was initiated: to develop a new premium private label. This brand had to be a unified, cross-category concept, not directly linked to Pyaterochka itself, but reflecting its aspirational scope and high standards. The challenge was to create a product line that exuded luxury and quality while maintaining a recognizable identity.

The name was conceived by merging two words: PREMIUM, highlighting the high-price segment, and BELISSIMO, meaning excellent or superb, emphasizing superior quality. Together, they form PREMISSIMO — a name that perfectly aligns with the brand’s premium positioning. The main idea behind packaging design was to draw inspiration from fashionable glossy magazines, which are associated with luxury and style. This approach aimed to elevate FMCG packaging to a new level of sophistication, resonating with higher-end consumers.

The visual concept features a large, Vogue-style logo that dominates nearly half of the packaging space, creating an instantly recognizable face. A “model” element, in the form of an appetizing food zone, overlaps part of the logo and product information, mimicking magazine headlines. This layout employs “classic” magazine cover elements — bold headlines, attention-grabbing fonts, and vibrant accents — integrated on the packaging face. All these details work together to project an image of elegance, exclusivity, and modernity, positioning PREMISSIMO as a truly premium product choice in the FMCG segment.