A marketing specialist reviews entries for the Skillbox design competition

Contents:

• Modern Marketing and FMCG
• Selection Criteria
• Winners

In the fall of 2021, the Winepark winery, located at the Mriya Hotel in Crimea, held a competition for Skillbox students. Students in the Design program created a packaging concept for the first product line of the future cheese factory. The finalists' projects were awarded cash prizes and will be implemented into the company's production. Expert Alina Yukhnevich discussed important aspects of packaging, analyzed students' work and highlighted the most successful projects.

Brand strategist and instructor on the Skillbox courses "Marketing Director" and "Packaging Designer". Currently holds the position of Director of Strategy and ESG at SberEapteka. Specializes in developing effective brand strategies and implementing sustainable practices in business.

Modern Marketing and FMCG

The FMCG market segment has undergone significant changes in recent years, becoming more uncertain and dynamic. In a VUCA (volatility, uncertainty, complexity, and ambiguity) environment, new factors must be taken into account when developing packaging design. Modern consumers quickly tire of the familiar, seeking novelty and aesthetics in their everyday lives. At the same time, they are not prepared to spend a lot of time studying a product and expect to receive maximum value for minimal money. Successful brands must adapt to these requirements, offering original and attractive solutions that can attract attention and meet consumer expectations.

The key problem is that the time to make a purchase decision is rapidly shrinking to milliseconds. In the everyday goods segment, it is becoming increasingly difficult to attract the attention of the buyer. In a highly competitive environment with rapidly changing trends, marketing increasingly influences product concept and design, which doesn't always lead to positive results. Companies must find a balance between creativity and effectiveness to successfully stand out from the competition and meet consumer needs.

For design to drive sales and generate profits for the customer, it's important to consider two key aspects: the visual and semantic perception of the product. This means evaluating a product not only for its aesthetic qualities—beauty, originality, and expressiveness—but also for its subconscious perception, which includes trust in the product and a sense of fair pricing. The correct combination of these factors will create a design that is not only attractive but also effective in terms of sales.

When selecting the competition entries, we focused on four key parameters. These criteria allowed us to objectively evaluate the quality and originality of the submitted projects, which in turn helped identify the most outstanding and talented participants.

Selection Criteria

• Originality. The cheese category has been played with extensively over the years, so it's difficult to find something new within this cluster. In working on the competition project, the designers were aided by their accumulated visual experience, which they mentally collect into a large "library" of ideal examples. This initiates the creative process and helps generate ideas outside the given field, without relying on benches or what has already been created in the category.

Alexander Zabrovsky used elements from paintings and designed the jars to resemble desserts or cosmetic creams. This approach allows for the creation of a unique visual style and draws attention to the work of art. Using familiar forms and images helps establish a connection between art and everyday life, making it more accessible and understandable to a wider audience.

• Reflection of Brand Power. The design must fully correspond to the main components of the brand platform - positioning, RTB, USP. Here, the client provided the initial information that the main feature of the product is its craft nature - fresh milk, an environmentally friendly region, natural production in compliance with traditional technologies. Therefore, in the design we wanted to emphasize the journey "from farm to shelf" in a fashionable manner, but at the same time not go into a "rustic style" - after all, the cheeses are produced at the winery of a very modern hotel.

Alina Timchenko presented packaging that reflects the full production cycle with an emphasis on naturalness. Her illustrative approach makes information accessible and interesting, which is a convenient solution for consumers.

• Perceived value. The target price for this cheese category is "mid-range ++," so it was important to maintain a perceived price above 300 rubles without alienating customers with excessive premiumness. The client also defined the target audience as "affluent but middle-aged," so "heavy luxury" was immediately ruled out. Angela Kornienko showcased the cheese as the perfect aesthetic complement to high-quality premium wine. This combination is characterized by simplicity and flavor, while highlighting notes of exclusivity and sophistication thanks to the black-and-white laconicism. This harmonious unity creates an atmosphere of sophistication and attracts the attention of connoisseurs. Cheese and wine become not just products, but elements of art, contributing to an unforgettable gastronomic experience.

• Clarity. A product must maintain its category codes, regardless of creative design and price—that is, elements and colors that help consumers accurately identify the product's category. This also includes proper text layout (name, product features, and branding). If there's no clear hierarchy and poor readability, people won't want to pick up the product. The brain doesn't expend energy trying to understand something unclear, and therefore ignores the product.

Now let's discuss the winners, who were chosen democratically by the entire company team. This process emphasizes the importance of every employee's participation in decision-making and shaping the corporate culture. A democratic approach to choosing winners fosters team spirit and increases employee motivation. Every vote counts, and every employee's opinion is taken into account, making the process fairer and more transparent. We are proud to recognize the achievements of our colleagues who have demonstrated exceptional qualities and made a significant contribution to the company's development.

Winners

Minimalism in design continues to gain popularity, manifesting itself in strict forms, grotesque elements, light sketching, and warm yellow accents reminiscent of the Crimean sun. However, this approach can pose certain risks in the target audience's perception of the product. While the final decision always rests with the client, it's worth considering that an overly hipster style can distract from the essence. Graphic illustrations are generally less effective in the context of food products, which is also worth considering when developing the design.

A perfect matte black finish has become one of the key attributes of the premium class. Its combination with contrasting orange creates a sense of exclusivity, which significantly increases the perceived value of the product. The schematic image of a cow in the logo symbolizes naturalness, while the modern and original presentation attracts attention. The clean background makes the brands easy to perceive, emphasizing quality and originality. Overall, this image evokes a desire to try the product and contributes to the formation of a positive image.

The combination of classical art and mass-market products is a truly original concept. The Restorff effect is fully evident: such a product will attract attention and will not go unnoticed. Art is traditionally associated with exclusivity and a high price point. This makes cheese an ideal "edible souvenir" that one would want to bring back from Crimea as a gift. This approach allows us to create a unique product that is not only pleasing to the eye, but also memorable for its taste.