AGROLA. FRESHNESS IN IDENTITY
Development of brand and manufacturer identity positioning
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Agrola group is a Ukrainian manufacturer of bread, bakery and confectionery products, dough semi-finished products and coffee, which is also known for the flagship bakery brand of the same name, Agrola. Agrola started to expand its distribution in Ukraine and wanted to update its own identity, as well as the identity of the manufacturing company.
SITUATION
While working on the project, we had several challenges.
The first one: the identity of both brands had to be related. Thus, the more well-known Agrola brand would seem to share the glory with the Agrola group. But at the same time, it is important not to forget that Agrola group is not only about bread.
The second challenge is the category. People don't expect anything extraordinary from bakery brands, because for the customers, bread is just a basic product without specific requirements for it, which is not distinguished by logos or name. Accordingly, manufacturers do not invest in the development of brands, but fight for the consumer with prices and a variety of products.
The first one: the identity of both brands had to be related. Thus, the more well-known Agrola brand would seem to share the glory with the Agrola group. But at the same time, it is important not to forget that Agrola group is not only about bread.
The second challenge is the category. People don't expect anything extraordinary from bakery brands, because for the customers, bread is just a basic product without specific requirements for it, which is not distinguished by logos or name. Accordingly, manufacturers do not invest in the development of brands, but fight for the consumer with prices and a variety of products.
CHALLENGE
We believe that bakery products can actually compete with each other not only in terms of price, but also quality.
This is how we came to the idea of freshness — a basic feature and sign of the quality of the entire food category, and especially bread. Oddly enough, despite the obviousness of the territory, no one in the category market communicates about freshness. Therefore, we decided to occupy this niche first and reflect it in the identity. After all, freshness as a concept is flexible: it is about taste, and appetizing appearance, aroma, etc., which convey quality in various products of the manufacturer brand Agrola group.
And most importantly that the territory of freshness "speaks" to both retail chains and end consumers.
This is how we came to the idea of freshness — a basic feature and sign of the quality of the entire food category, and especially bread. Oddly enough, despite the obviousness of the territory, no one in the category market communicates about freshness. Therefore, we decided to occupy this niche first and reflect it in the identity. After all, freshness as a concept is flexible: it is about taste, and appetizing appearance, aroma, etc., which convey quality in various products of the manufacturer brand Agrola group.
And most importantly that the territory of freshness "speaks" to both retail chains and end consumers.
IDEA
REALIZATION
The font of the updated logos has become more modern and lighter, it has been "refreshed".
The letter O has turned into parentheses and has become an adaptive element that fits both brands. Also, you can play with it and endow it with different "stuffing".
A significant part of brands are their product and their quality, taste, aroma. To emphasize this point, we show mouth-watering products in parentheses.
Thus, everything that appears inside these brackets becomes an integral part of the brands.
Aromatic coffee.
Aromatic coffee.
A soft cupcake with that coffee.
Manager Anton, who makes sure that everything is on top level.
The auxiliary colors also became as tasty as a croissant just out of the oven.
Thus, the branding of Agrola and Agrola group began to communicate by itself what the brand is associated with: freshness, which is revealed in branding through quality, aroma and taste
Thus, the branding of Agrola and Agrola group began to communicate by itself what the brand is associated with: freshness, which is revealed in branding through quality, aroma and taste
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