Dlya Vnuchat

The Russian jam market is highly developed and features a large number of players. Abrico, one of the best-known brands, has begun to suffer from a decline in consumer interest: its packaging has remained unchanged for over seven years and fails to reflect changes in the target audience’s tastes.

Abrico’s core values revolve around family and tradition (Dla 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.

Some classic elements have been put together in a fresh way to give simple and essential looks. The screw-cap uses the traditional red/blue and white colours, whilst the transparent jar boldly shows the product, stressing out its quality. Thanks to specially made realistic illustrations, the fruit plays a prominent role in emphasizing 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.