Whom: Casa de negustori Copou is one of the producers of the traditional “Tecuci mustard”, having in its portfolio other products such as mayonnaise, tomato broth, tomato paste.
What: concept and label design
When: 2018
Brief: The creation of a new brand of mustard, ketchup and mayonnaise – a series of high quality products, made without sugar and using natural ingredients. The series includes several varieties of mustard – with mustard seeds, with tarragon, with hot peppers, with dill, hot and sweet ketchup, mayonnaise.
The brand market the young population, generations y and z and have a vintage look.
Website: www.casadenegustori.ro
Challenge:
The brand has a character’s name that must be represented visually according to the brief. The design of the labels must preserve the vintage look and differentiate the product variations through a specific element, as well as adapting the labels to different containers.
Execution:
After careful market analysis, products and client’s expectations, we chose the brand archetype to be The Everyman – connections category, sending messages a large community and promoting the stability of the traditional.
We drew Conu’ Tache character as a well-to-do, gourmand and friendly 1850’s citizen, the head of the family who spent time on the terraces of Bucharest (or from other cities), eating minced rolls and drinking beer, with a mustache and a hat, “with clear principles” and the desire to offer everyone real taste experiences. He is an empathetic, honest and down-to-earth guy.
The labels follow the vintage line, being designed in few linear colors and with drawn elements. Differentiating product variations is done both by color and by a drawn main ingredient.
