Description

“DOMASHNYAYA” (HOME) CANTEEN

At the time of rebranding, there were 10 chain outlets in Kazan.
Tasks:
1. Differentiation from competitors. Consumers often confuse the brand with competitors.
2. Brand packaging for expansion into other regions.
3. Segmentation into a narrower audience.

The core target audience was students and university professors, as well as office workers and employees of budgetary organizations. These groups were united by a strict time limit for lunch breaks and a desire for variety in the menu, especially with a limited number of options for choosing places nearby. It is important for them to be sure that they will fit in break time and have a full and satisfying lunch, also considering it an opportunity to change the work environment. They value "home cooking" because they associate it with healthy and proper nutrition (like mom cooked or like they cook at home).

While studying consumer values, it was determined that the target audience considers food as a resource for productively completing the second half of the working day or for completing important tasks.

An important place in the canteen is the food counter, and one of the key elements is the tray, which the visitor begins and ends the journey with. The slogan "Everything is in your hands" is a phrase with a double meaning. On the one hand, you hold the tray and put the chosen food on it, and on the other hand, the canteen provides a resource and inspires important decisions. The slogan is built into the system of messages that accompany the guest in the canteen. Hands have become a visual metaphor for the brand character, and the soft lines and smile of the hero reflect friendliness. The corporate colors are natural orange, green and beige. An important element of the design was the ceramic tiles: this familiar element of canteens was refreshed thanks to green grout.

The chain opens new canteens in a new identity and in accordance with the guide (at the time of the case description, 13 outlets are operating in the new style). According to the survey conducted at new outlets, marketers observe a positive perception of the new identity. People more often remember the image of the character and mention hands as a key element associated with the brand.

Credits

Irina Ryabova, strategy director
Vadim Bakaldin, art director/designer
Rinat Galiev, creator, copywriter
Alla Tsarkova, art director
Vera Semyonova, project manager
Olga Alekseeva, designer