AZERSUN Design & Branding Al Market identity by Tomatdesign

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Al Market identity

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Industry Grocery and Other foods
Media Design & Branding
Market Russia
Agency Tomatdesign
Copywriter Farhad Kuchkarov
Released February 2015


MIAF Awards 2014
Communication design Corporate identity Silver
Label and packaging Food products Silver

Credits & Description

Type of entry: Packaging Design
Category: Own Label and Private Label brands
Advertiser: AZERSUN
Product/Service: ALL RANGES

Type of Entry: Packaging Design
Category: Own Label and Private Label brands
Entrant Company : TOMATDESIGN Moscow, RUSSIA
Advertising Agency : TOMATDESIGN Moscow, RUSSIA

Chief Creative Officer: Andrey Tarakanov (Tomatdesign)
Copywriter: Farhad Kuchkarov (Tomatdesign)

Brief Explanation:
We were asked to deliver the general message “affordable, high quality products” and also link design with the name AL, which means “BUY, TAKE”, keeping within category and at the same time not using too "loud" voice

Describe the brief from the client:
Al Market supermarket chain, which sells Azersun holding products such as commodities, as well as normal supermarket products, needed to integrate brand identity with packaging design of all ranges of private label

Design Process:
We used the simple symbol of low prices and integrated the name and product type within this symbol, creating the interactive communication system, that clearly says: “Buy affordable product”. We stayed within classic private label approach, used minimalistic design scheme to emphasize brand consistency and link it to the supermarket identity.

The system created allowed to integrate chain branding successfully keeping the brand consistency through wide range of very different product types. Design solution was the big success in differentiation of the private label in the stores and on the shelves and interactive communication principle allowed to feel products a little more closer and friendlier for the customers than normal private labels do.