«Pust' vsegda budet solnce»

The consumption of products from the category of fresh vegetables is now growing quite actively. The emotional benefits of the product become the main driver of buying in the segment. Therefore, the new brand «Pust' vsegda budet solnce» from the domestic manufacturer "GREENHOUSE" enters the market with a unique positioning "Grow Goodness", friendly and warm packaging design and sincere naming. All elements were developed by the team of our branding agency.

The category of fresh vegetables is associated with a healthy lifestyle. The consumption of products from the fresh segment is an actual trend that translates the idea of taking care of yourself and your loved ones. The market is full of brands whose communications are based on the attributes of utility and quality. Buyers are less interested in product information, purchases are becoming spontaneous, and more and more attention is paid to the appearance of the packaging. It's time to form new values. Emotional communication will facilitate quick decision-making by the consumer near the shelf.

To increase the brand's market share and ensure profit in a competitive environment, the product needs a suitable positioning. The basis of the Grow Goodness strategy has become brand attributes that have an impact on target segments and will be relevant in the long term: safety, naturalness, versatility, emotionality. The metaphor of positioning can be expressed as follows: "It is really important for us to make a product that we ourselves will buy, that we will feed our children, we will enjoy ourselves. We have nothing to prove — everything we do, we do sincerely."

The modern buyer cares about his health and therefore does not believe that all products are equally useful and safe for him. The choice of a natural and pure product that does not use chemicals is also due to eco-trends. The mission of the GREENHOUSE company is to provide the buyer with healthy and fresh vegetables 12 months a year, which corresponds to the real productivity of the producer. The company's unique technologies differentiate the brand from competitors. Our own sorting, packaging and distribution center in the Moscow region allows us to work with the largest network and wholesale customers. High quality products and stable production volumes are carried out all year round thanks to 100% additional lighting on the entire area and effective microclimate management. That is why tomatoes "May there always be sun" meet high standards, the fruit ripeness coefficient on the Brix scale is 8% — the highest result in Russia. This is a safe choice for the consumer who cares about the quality of his life, his family and people close to him.

The brand transmits positive emotions through naming, packaging and communication. The name «Pust' vsegda budet solnce» is borrowed from a well-known children's song. It is easy to remember, carries a good mood and bright memories, indirectly speaks about the availability of fresh vegetables all year round. Naming translates positive emotions and conveys a feeling of excellent taste of fresh tomatoes grown and harvested at the height of the season.

The visual concept developed at Depot stands out for its conciseness and unusually kind mood. The warming orange sun illustrates the warmth that surrounds the product. The graphics attract attention due to the contrasting combination with a light blue background, chosen in order to convey a sense of purity and naturalness of vegetables. The logo has got its own unique look, small tomatoes are hidden inside the letters, and the geometry of the letters is soft to match the illustration. An active and large brand zone highlights the product well on the shelf. The product is clearly visible under the transparent cover and sticker, which gives the buyer the opportunity to evaluate it according to all criteria. The brand is proud of its domestic production, therefore, the brand "Made in Russia", located under the log unit, acts as a guarantor of naturalness and compliance with safety principles in the growing process.

Its not first time when The GREENHOUSE company creates and maintains strong brands, which only confirms the quality of products and customer loyalty. The first federal brand of a domestic manufacturer was «Kotovo vegetables», and medium-fruited and cherry tomatoes «Pust' vsegda budet solnce» can be found in all stores in two packaging formats.