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Sambiel

Branding Services / Packaging design

industry

Cheese

client

Spayka LLC

year

2020

awards

2023_white

overview

Branding of blue cheese for entering Russian cheese market.

challenge

The main challenge was understanding the Russian market’s approach towards this kind of cheese and coming up with a packaging design that would fit into the customers’ mentality and be well-perceived

solution

After analyzing the particularities of consumption in the Russian market, we concluded that blue cheese has a specific consumption pattern due to its unique taste. It is mainly used during memorable occasions as a special treat. Consequently, it aspires to become a high-class product with premium packaging.

Due to its exceptional and delectable taste, it is always in the center of the table during memorable occasions, as if it gathers people and events around it. We emphasized this with straight lines on the packaging, all of which stretch towards the center, communicating the attractive feature of the cheese’s taste. The electric blue color of the packaging is a nod to the blue cheese, and the other colors on it, brown and orange, are reminiscent of the goods that are commonly served with blue cheese, such as grapes, nuts, pears, figs, dried fruits, etc. We chose this name to highlight the unique taste that you would gladly enjoy all by yourself. In Russian, “Sambiel” sounds like “Sam bi el,” meaning – “It is so delicious, that I would eat it myself with pleasure.” There are two packaging designs for this cheese: a wheel of cheese and a triangular cardboard prism packaging with a centrifugal composition, specially created for selling this cheese per piece. The base for this concept is, again, the visualization of the force of taste’s attraction during the celebrations, where all cheese triangles strain towards the center.

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We visualized the force of taste’s attraction during the celebrations, where all cheese triangles strain towards the center.

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There are two packaging designs for this cheese: wheel of cheese and a triangular cardboard prism packaging with a centrifugal composition, specially created for selling this cheese per piece.

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“Sambiel” sounds like “Sam bi el,” meaning – “ I would eat it myself .”

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