Minimalist Packaging Drives the Success of Perekrestok’s ‘People Love Fish’ Brand

People love (Ludi lubyat) – Private Label for Fish Products for “Perekrestok” Brand Retail chain “Perekrestok” Goal The main goal of the new private label (PL) for “Perekrestok” is to make fish and seafood a familiar and beloved dish in their customers’ daily menu. The brand includes frozen and chilled fish, seafood, canned goods, preserves, and caviar. OMB was tasked with developing packaging for the entire extensive range of the PL. Ideas and solutions “People Love Fish” – a simple and friendly statement. It serves as the starting point for the rest of the communication, where the packaging itself tells the story of the taste and origin, with the product becoming the main focus. We divided the communication into three themes: geography, flavor qualities, and recipes. Thus phrases like “D