Russian food company Virosco, which is mainly involved in the manufacture of condiments and preserves, has debuted a new packaging design for its soy sauce brand Dynasty Shen that pits it against more premium domestic offerings and imports from Japan.
The company tasked Ekaterinburg-based design agency Pride with the task of creating new labels and bottles for its soy sauce.
The new designs prominently feature authentic Japanese foods such as sushi, sesame-coated chicken and fiery beef to highlight potential usage occasions, while various other visual cues are designed to remind Russian consumers of the far east.
The labels feature fragments of Japanese prints including a pagoda – a traditional tiered building common throughout Japan – picturesque mountainscapes and the famous work of art Big Wave in Kanagawa by Katsushika Hokusai.
The labels draw on various aspects of Japanese culture and cuisine. © Pride/ragordost.ru
Dynasty Shen’s logo has also been vastly upgraded, inheriting a more authentically Japanese typeface than the previous version and modernising the brand’s heron mascot.
The new logo also includes a bolder red font and has been encapsulated in a red circle inspired by the flag of Japan and the country’s reputation as ‘the Land of the Rising Sun’.
Although the brand will be offered to Russian consumers at a lower price point than more premium domestically produced and imported soy sauces, it is hoped that the sophisticated new pack design will elevate it in the minds of shoppers and allow it to compete more effectively with higher-end products.
Pride said the soy sauce would appeal both to consumers who have a keenness for authentic Asian cooking, as well as those who are interested in healthy eating.
It fits well with the burgeoning trend of sushi in all its guises in European and North American markets, it said.
The agency has previously worked on designs for a range of tea that accentuates the Britishness of tea culture, as well as new packaging for a range of meat products that highlights the provenance of each pack to a hyper-local level.
As well as soy sauces, Virosco produces ranges of fruit in syrup and vegetable preserves, tinned olives, natural jam, and several aloe- and juice-based beverages.
© FoodBev Media Ltd 2020
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