Kurnaya Izba (Smoking hut). A new consumer brand in the market of prepared (ready) smoked products of the North-West region of Russia. Kurnaya izba is a traditional peasant hut in Russia, heated by a stove without a chimney. In Russian the name “Kurnaya” sounds alike to the actual name of the product — chicken meat (Kurinoe myaso in Russian). Thus, we combined the place of preparation and the product itself in one name, one essence. The first item in the product line is smoked chicken. The sign resembles both a chicken and a wood saw cut. We drew the black ends of chopped firewood, looking like the animal silhouettes. These are the main elements, the dominants that shape the brand style. Kurnaya Izba follows the old Russian culinary traditions of tasty food, containing the cultural code of national identity.
CREDIT
- Agency/Creative: Terminal design
- Article Title: New Meat Russian Brand
- Organisation/Entity: Agency, Published Commercial Design
- Project Type: Packaging
- Agency/Creative Country: Russia
- Market Region: Europe
- Project Deliverables: Brand Architecture, Brand Identity, Brand Naming, Brand Strategy, Brand World, Branding, Packaging Design, Product Architecture, Product Naming, Research, Tone of Voice
- Format: Box
- Substrate: Pulp Carton, Pulp Paper
