Savouring the Taste of Delisse: Brand and Packaging Development for Lenta

The retailer is actively developing its private labels, the key ones being Bonvida, Lenta ECO and Lenta itself. The Lenta private label is a multi-category brand covering practically every product category. However, the brand’s positioning is focused primarily on the rational benefits of its products. To develop the range in the “sweets” category, it was necessary to create a vibrant cross-category brand that would convey vivid emotions and encourage impulse purchases.

The agency had to conduct an express audit of the competitive field and develop the brand platform, its name and corporate identity. In addition, it was necessary to develop a packaging concept that could be easily adapted to any SKU, as well as a concept book containing the rules for adapting the corporate identity to various formats within the “sweets” category.

The research stage revealed that the relatively unoccupied positioning territories for a brand in the “sweets” category are “temptation”, “instant joy” and “cosiness”. At the same time, the territory of “joy, warmth and cosiness” is essential for positioning aimed at a predominantly family audience.

The target audience insight is focused largely on enjoyment “here and now”: “I don’t have much free time, because I’m constantly working and looking after the children. To take my mind off my worries, I treat myself and my loved ones to a variety of sweets. Sometimes I want a quick sweet snack, sometimes I want to pause and savour the taste of the moment, and sometimes I want to have a big tea party with the whole family.”

It was this target audience insight that became the basis for the positioning of the new brand.

Lenta’s new private label is a little weakness. A delicate sweetness, alluring, inviting you to try it. It is a variety of desserts – tempting and refined. They bring pleasure, let you immerse yourself in savouring the taste and share it with your loved ones.

The mission of the new brand is to fill people’s lives with joy and the enjoyment of diverse flavours. Unlike Danissimo – the whole world does not wait, the world chooses Delisse.

A truly tempting taste cannot help but be elegant. The name Delisse, derived from delicious (tasty, delightful) and delicate (gentle, refined), expresses softness in its sound and elegance in its spelling. The English spelling and Italian-French form increase the perceived quality and value of the product in the eyes of the consumer. The softening suffix -isse outlines the gentleness of the brand image.

The Delisse visual concept reflects the characteristic of savouring taste by combining an appetising food zone with an elegant veil-like background and an adaptive vector pattern. The core principles on which the creative concept is built are laconicism and minimalism, without overloading the layout with unnecessary details.

The packaging design concept is a finely tuned balance of visual elements. It allows the packaging to be adapted to any format while maintaining consistency. At the same time, the food zone is one of the fundamental elements, increasing the appeal of the packaging to the consumer and prompting a purchase.

The veil background, together with the logo and the food zone, ensures a unified visual image on the shelf that differentiates the brand from competitors and increases recognition. The USP allows the shopper to review important rational characteristics and make the right choice, while a variable emotional claim gives each product a “warm” colouring and attracts the shopper.

Communication with the consumer invites them to discover other products within the category, and the feedback channel invites them to share their opinion of the product.

Initially the packaging concept was adapted to more than 20 SKUs from different groups in the “sweets” category, but today the private label numbers more than 500 SKUs, as the client actively uses the brand we developed.