X5 Retail Group, one of the largest Russian retail group with more than 20.000 shops all around Russia. Market and Audience: The main audience for the product is woman / mothers between 30 and 50 of age. Consumers who want to buy products of the highest quality, who want to give the best to the family. Consumers who trust French products. The Brief: They asked us to develop a new cheese brand for their private label segment: Montarell. We were asked to create the name, the identity and the packaging design for the entire range of products.

Strategic decisions: As this product is following the real French cheeses recipes, the most important point for this project was to be able to show at the same time a touch of France in the design and make the consumer feel the premium quality of the products. Design Process: First we came up with a name, Montarell. As it is highly important for the Russian consumer to understand that the product is really French, we created a name that sounds typically French but would be at the same time easy to pronounce in Russian, which is also highly recommended when creating a foreign brand for the Russian market. It also evokes the origin of the product coming from the mountains with the “mont’ which means little mountain in French.

Deliverables: For now, Montreal line includes 3 types of cheeses: Brie, Camembert and Goat cheese. Other SKU will follow such as salami and paté. Results of work: We created a craft, premium style that shows the quality of the products with a touch of French colours in order to remind the origin of the products and the French savoir-faire. We focused on giving a French identity to the logo itself. We created a crest made out of the French flag colours mixed with a handwritten typeface. We also chose to use a mix of bespoke craft illustrations and product packshots to enhance this premium style that we wanted to give to the packaging. Finally, we added a wood natural background for all the packs for the design to be more cohesive.