Gingerbread Mood: Emotional European-Style Packaging for Lyubimy Kray
The predecessor of the “Gingerbread Mood” (Pryanichnoe Nastroenie) gingerbread range was the traditional confectionery brand “Posidelkino”. The new concept takes into account the growing popularity of European holidays, such as Catholic Christmas, as well as the shift in consumer interest towards new, unusual flavours.
The packaging design is based on techniques more typical of adjacent product categories (“sweet gifts”): an emphasis on flavour cues, a “craft” texture, a stylised sticker and a festive pattern.
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We were faced with the absence of a clear brand architecture: the packaging featured three logos at once – those of the company, the brand and the sub-brand. There was no differentiation between product lines. The packaging did not reflect the spirit of Catholic Christmas, and, lacking an effective communication message, it got completely lost on the shelf among competitors.
Our task was to develop an emotional, European-style packaging concept for gingerbread that conveys all the advantages of the brand, and to turn the “Gingerbread Mood” sub-brand into a standalone brand. In addition, we needed to develop a packaging concept for two regular SKUs and three seasonal (Christmas) ones.
A preliminary market audit revealed a decline in purchasing power caused by the economic crisis. Less expensive chocolate and small tokens of appreciation became far more popular as gifts.
European products are becoming a trend among Russians. The associations of the New Year are shifting from tangerines to gingerbread as European consumption and shopping habits during Catholic Christmas become more widespread. Retail chains are expressing interest in seasonal products. All of this creates a favourable environment for import substitution.
We studied the packaging design of existing brands in the “gingerbread” segment and adjacent segments (sweets, biscuits, chocolate) and identified the main directions for differentiating the “Gingerbread Mood” brand in the competitive environment. Drawing on the experience of Western brands and the adjacent “sweets” segment, we arrived at an understanding of contrasts and consumer associations.
The updated design takes into account the growing popularity among younger audiences of European holidays such as Catholic Christmas, whose symbolism overlaps with the associations of the New Year. One reason for the interest in Western festive traditions is the influence of cinema. However, the main factors are the Christmas sales that have become a habit in Russia and the adoption of Western traditions by Russian retailers and restaurants.
In addition, a strong influence comes from the shift in audience interest towards unusual, original flavours that has continued over recent decades. Young people are willing to experiment, since they already have experience of consuming innovative products and are familiar with the confectionery traditions of Europe, which can often surprise those who encounter them for the first time.
During the development of the packaging, a food photo shoot of the gingerbread and flavour cues was carried out for all five product directions. The main emphasis of the new packaging is placed on the product and its flavour cues, whose identifiers occupy about 60% of the surface, while the food-inspired background colours support the product’s flavour. A stylised sticker serves as an additional element ensuring brand recognition, while the “craft” texture evokes associations with gift wrapping.
The festive theme of the Christmas range is conveyed through patterns and easily readable colour combinations. The warm, emotional packaging emphasises the premium nature of the product and conveys the restrained aesthetic characteristic of European design.
