Before & After: Abrico, a Well-Established Russian Jam

by Andrew Gibbs on 02/26/2014 | 2 Minute Read

Italian firm BREAK was tasked with revamping a well-established Russian brand of jam after sales began to slip. The end result is a clean new package design, identity system, and brand architecture. 

SCENARIO

The Russian jam market presents a high number of players. Despite Abrico is one of the most well-established brands, it has recently suffered from a decrease in sales: its packaging has been unchanged for 7 years and is unable to respond to the latest market trends. 

COMMUNICATION OBJECTIVES 

Abrico’s core values revolve around family and tradition (Dlia Vnuchat - For Grand-children). It is necessary to stress those values in a way relevant to the contemporary market: tradition involves natural and quality ingredients along with environment friendly practices. However, despite a home-made feel, the consumer should still feel reassured about the strict quality control that a great firm can guarantee.

CREATIVE SOLUTION 

Some classic elements have been put together in a fresh way to give simple and essential looks. The screw-cap uses the traditional red and white colours, whilst the transparent jar boldly shows the product, stressing out its quality. Thanks to specially made realistic illustrations, the fruit play a very important part and emphasizes that just natural ingredients are used. The clean and essential overall effect greatly differentiates the product from its competitors and make it stand out on the Russian market.

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Agency: BREAK Country: Italy Client: Abrico Brand: Abrico "Dlia vnuchat" Designer: Eugenia Kalinovskaya, Luca Franceschi Account: Olga Manoilenko Illustrator: Luigi Russo 

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