For Volga Ice, we have created five brands of ice cream. One of them is Naturancho - a classic ice cream from natural cream for those who want an original fresh taste and selects a local producer.
A task:
Volga Ice, Cheboksary ice cream maker, initially wanted to make a classic cream ice cream brand. However, after out our workshop on the development of brands, we, together with the Volga Ice team, expanded the number of brand directions. As a result, from potentially one brand, five completely different and dissimilar brands have grown. One of them is Naturancho, responsible for «natural ice cream for the whole family».
Decision:
The name «Naturancho» speaks for itself. Its audience are people, for which the composition and the guarantee of naturalness are really important. They are ready to support the local manufactures and the farm product. This was the main emphasis in the development of the concept: local production, a classic line of flavors and forms, the key ingredient is cream from the Chuvash farms.
Among the other brands, Naturancho is distinguished by a minimalistic and a strict design, creating a clear perception of the farm product. The logo on the green background reflects the purity and naturalness of the composition. Engraving images of cows and a large milk emphasize the freshness, the quality of the ingredients and the direct proximity to the milk producers. There is a feeling that the cream after milking immediately goes to the plant to make a delicious ice cream.
Appetizing food-zone, which represents the product itself, attracts the consumer's attention and supports the associative link "naturally = tasty". Additional call to action are the stamps and signatures with reference to naturalness: "natural ice cream from Cheboksary", "local milk from proven options".
"Naturancho" - a brand for those who appreciate the natural and the «real» things, whether it is organic products and classic recipes or hiking with tents and other ways to spend time closer to nature.
