Solution
The company entered the category with a truly new product designed to create a happy, positive and whimsical brand image. Instead of contrasting ourselves with other products, we decided to focus more on involving the consumer in our own bright and emotional world. The main mission of the brand is "Transform your cooking". Hereby, we encourage the consumer to experiment with already familiar dishes and tastes to get a new bright gastronomic experience. And as a result, make the taste of life unexpectedly positive. Accordingly, a concept with a character in the main role was chosen for the labels. He is a skillful and virtuoso chef, who always experiments with new tastes and their combinations and turns the process of preparing any dish into a real performance.
For the main character, it was important to find not only successful and recognizable body shapes, but also the right character. To endow it with the necessary features that would correspond to the mission and legend of the brand. Among the proposed character concepts, a charismatic and benevolent big man with an expressive silhouette won almost unanimously. He has a developed physical form, is moderately serious, witty, funny and sociable, easy to perceive and remember. He can blindly "cut a lemon into fifths", squeeze juice from a sesame seed and expertly handle several tasks at once. But this is far from all his skills.
