Lost in Translation: How Ohmybrand Studio Designed Millgri.

Contents:

• Client's Task
• Working with the Audience
• Ideas
• Intermediate Options
• Final Solution

In 2022, branding agency Ohmybrand successfully launched a new brand, Millgri. This line includes ready-to-use products designed for cafes and restaurants, offering high-quality solutions for businesses in the food service industry. Millgri focuses on meeting the needs of professional chefs and establishment owners, providing them with high-quality ingredients and convenient products for cooking.

We spoke with Nadezhda Parshina, who shared her experience of creating a new brand and talked about the challenges she faced during its development.

Founder and creative director of the branding agency Ohmybrand, as well as a teacher and participant in conferences on packaging. The company has received Pentawards, German Design Awards, and European Design Awards, recognizing its high professionalism and creativity in branding and packaging design.

Client's Task

Soyuzsnab specializes in servicing major clients in the food production sector, offering them a wide range of high-quality ingredients. The products we supply include dairy starters, marinades, flavorings, and dry mixes for confectionery products. We strive to provide our partners with high-quality components that meet modern standards and industry requirements.

Entering the HoReCa market, including cafes and restaurants, represents a new strategic direction for our company. We strive to offer innovative solutions and high-quality services tailored to the needs of this segment. Our goal is to support establishments in creating a unique customer experience and increasing their competitiveness in the food service market.

Working with the Audience

Soyuzsnab has been successfully collaborating with large enterprises for many years. We decided to simplify the supply process by offering a new packaging format – dry puree in compact 500g boxes instead of the traditional 20kg bags. This solution not only facilitates transportation but also ensures convenient storage and use of the product for our customers.

The HoReCa industry has unique standards and process charts that must be taken into account. Implementing a new product requires preliminary work: first of all, it is necessary to develop and test recipes, and allocate time for this process. Careful preparation will ensure successful implementation and use of the product in the restaurant business.

When interviewing chefs, we discovered a common problem: representatives of the Soyuzsnab company offer new products, such as sauces, but the dialogue often stops. Chefs are hampered by a lack of knowledge about how to use this product in their dishes, as it's not included in their recipes. This highlights the need for education and exchange of ideas between suppliers and culinary professionals to more effectively incorporate new ingredients into restaurant menus.

The main problem was that at that time, Soyuzsnab didn't fully understand the needs of chefs and restaurant chain buyers.

When we presented the survey results to the client, his reaction was unequivocal: "Yes, exactly!" Similar moments occurred repeatedly, when we offered a seemingly excellent product, but chefs didn't understand its true value and the need for it in their work. This highlights the importance of understanding the needs of the target audience and their perception of new solutions.

During our research, Soyuzsnab updated the organizational structure of a number of departments. As a result, the company introduced chefs who are engaged in developing unique recipes and integrating them into process maps for clients. This innovation has created effective collaboration between the company's technologists and the chefs of its cafes and restaurants, improving service quality and expanding the range of dishes offered.

Ideas

When creating a brand, it's important to create a cohesive image. An image is a promise a company makes to its customers. This promise is based on the real values ​​and unique offerings the company can provide.

Soyuzsnab has a strong production potential, including a developed R&D department, as well as its own farms and orchards. These resources confirm their high capabilities in the industry. We also conducted an analysis of chefs' needs, which allowed us to identify key areas for further brand development. Based on this data, we can effectively work on positioning, naming, and packaging design, which will contribute to the successful promotion of our products in the market.

Intermediate Options

We explored a variety of names: from fun to technological, from complex to simple. Our ideas covered a variety of areas, but ultimately they were all related to supporting and assisting chefs in the cooking process.

We created an attractive and memorable name based on the root "del." It is associated with "delicacy" and "taste," emphasizing the brand's openness and desire to share its products with customers. This approach creates a positive image and helps build trust with consumers.

The simple version emphasized taste and directness without hidden meanings. One name combined ingredients and an element of innovation while remaining "edible." There was also a playful name that evoked rock, drive, and pleasure, as well as a classic name that conveyed the unity and collaboration of the chefs.

Read also:

Interview with Nadezhda Parshina: The Influence of Consumer Trends on Design

In today's world, consumer trends play a significant role in shaping design. Nadezhda Parshina, an experienced designer, shares her thoughts on how user preferences are changing and what factors influence the creation of successful design solutions. It is important to understand that design does not exist in a vacuum; it is constantly adapting to market demands and changing consumer interests.

According to Nadezhda, one of the key aspects is the use of sustainable materials and technologies. Consumers are increasingly choosing environmentally friendly solutions, which encourages designers to develop products with sustainability principles in mind. This not only meets customer demands but also creates a positive brand image.

It is also worth noting that personalization is becoming an important trend. Consumers desire unique products that reflect their individuality. Designers who take this aspect into account can create more appealing offerings, which strengthens the connection between a brand and its customers.

Nadezhda also emphasizes the importance of digital technologies in design. The digital age opens up new opportunities for customer interaction. Interactive solutions and the use of augmented reality help create unique experiences, which in turn meets growing consumer expectations.

Therefore, understanding consumer trends is a key element of successful design. Designers who monitor market changes are able to not only offer relevant solutions but also shape the future of the industry.

Final Solution

Millgri was the client's choice at first sight. The logo is distinguished by a technological and original design, which is based on the concept of unification, which is clearly reflected in its strokes. This visual element emphasizes the brand's uniqueness and creates a memorable image.

The sans-serif font emphasizes the scale of the company, which is especially important for customers. This visual solution emphasizes that the business has not only a small craft production, but also significant capacities. Customers can be assured of the presence of serious laboratories, strict quality control, and modern production lines, which builds trust in the brand and its products.

We aimed to create a modern and unique result. This approach may scare off ordinary buyers, but chefs of modern restaurants will appreciate it. We did not aim to make the logo associated with food products, as it is focused on the B2B segment. This product is not intended for active advertising, and its concept is not associated with impulse purchases.

Packaging for sauces, ketchups, and syrups requires a special approach, as it must attract the attention of buyers. These products are often placed in open areas and on bar counters, making them visible to customers. We paid special attention to the packaging design to ensure it looked bright and appetizing, emphasizing the quality and taste of the contents. Packaging aesthetics play a key role in attracting consumers and increasing sales, so we created an attractive appearance that stands out from the competition.

Functional packaging plays a key role in organizing restaurant storage facilities. It should be easy to find and identify products. For example, a package of mashed potatoes should make it easy to find the desired version—mashed potatoes with herbs or with onions. Pictograms and color coding are an effective solution for this problem, simplifying navigation and minimizing confusion. Proper packaging design not only improves operational efficiency but also contributes to improved customer service by enabling staff to respond to orders more quickly.

To differentiate products by color, we used logo and background colors, ensuring a unique combination for each item. The Millgri line features a white background, with a prominent logo that is large and color-shifting. The Millgri+ line represents higher-quality products, with a color-shifting logo and background color indicating the product category. This approach helps users easily navigate the product range and quickly find the products they need.

Since the beginning of 2022, Millgri has been actively supplying cafes and restaurants with a variety of toppings, syrups, and sauces. Since the beginning of the new year, the company has added its first soups to the range, expanding customer choice. We plan to expand the soup line in the future, making Millgri products even more attractive to food service establishments.

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