Onega is the largest chips and snack manufacturer in Belarus. Wide range of products, powerful productive base, low price and strong reputation have always been the strong points of the brand.
But after 20 years, the brand had to go through a difficult commercial and mental crisis. Chips, that once everyone knew, had lost themselves on the market: previous followers had already grown up, and new potential customers preferred more popular brands.
The task was to revive the brand, to find the product niche on the changing market and to attract the consumer's attention again.
The solution was integrated.
The first. Audience.
We identified clear brand audience - active teenagers and young people aged 15 to 25 years, real amateurs of chips and snacks. Chips and snacks are an integral part of their daily life, and therefore the situations of the consumptions are very diverse, as well as the life of young people.
The second. Positioning should ideally meet the standards of the consumer. The territory of the brand is hedonism, pleasure, joy, positive - posichips!
The third. Big idea.
“Onega” is the brand of chips, the taste of which cheers up. The message is “If you want happiness then choose “Onega”, fun chips!
The fourth. The territory of communication.
The emphasis was on the interaction as another value for our audience. Interacting, people meet their basic needs: to be accepted, to be valuable, to love and be loved. Onega is introduced into the company of young people and becomes its part and link.
The fifth. Visual modernization.
The new positioning required new visual solution. The package should be bright, catchy, noticeable, and understandable, should immediately draw the attention and convey the essence of the renewed brand. The logo, as the main element of the corporate identity, was significantly increased. The accent red became the main color. The main task of this color is to be a tracker, trigger, to highlight the product on the shelf. The chips on the package is in the shape of a smile and performs a double function: to demonstrate the product and to create a positive image in the subconscious of the consumer. For the integrity of the taste image, the tasty food zone is complemented by a painted graphic on the bottom of the package.
Qualitative characteristics of the product are shown as mandatory naturalness mark on the front side of the package, as well as technical information on the back, diluted with the cheerful thematic illustration.
The new design has also been adapted for other kinds of chips and snacks. On the package of snacks, people's characters on parachutes were drawn, illustrating the lightness of the product. The food zone and color separation of flavors were remained.
Within the project we conducted a deep market research, developed the brand platform, which became a reliable foundation for rebranding and development of a creative advertising campaign 360.