The key to successful sales is a properly designed logo
From February 2019 year, Belarus is implementing the project of the Latvia-Lithuania-Belarus Cross-Border Cooperation Program within the framework of the European Neighborhood Instrument for 2014-2020 gg. ENI-LLB-1-117 «Green Agriculture without borders", funded by the European Union (further - Project).
Belarusian partner of the Project - Local Fund for Sustainable Development "Innovations for the Regions".
The priority goal of the Project is to create opportunities for the development of agricultural business, employment, implementation of measures, supporting development and innovation in green agriculture.
To achieve the goal, training was carried out Belarusian farmers, including the development of visualization and the manufacture of packaging, their "green" products.
Following the set goal, within the framework of the Project for representatives of rural business, engaged in the production and processing of "green" and organic agricultural products, farmers, owners of personal subsidiary and peasant farms, and those, who are planning to start their rural entrepreneurship seminars on marketing were organized, business planning and certification of organic products. Upon completion of the training course, all participants received Project Certificates.
Nine Belarusian farmers, owners of personal subsidiary plots took part in an international master class on product branding, visual identification, development of creative packaging, sales organization, market research, during which new and improved logos were developed, and also created labels and packaging for their products.
So, We present below the results of the joint work of Belarusian farmers participating in master classes and a specialist designer Georgs Avetisjans, invited to the project by a Latvian partner for holding workshops.
The owner of the agro-estate "Honey Queen" (Minsk Region, Volozhinsky district, der. Interlude) Anastasia Havryuk engaged in beekeeping for 20 years old. Over the years of its existence, the family apiary had a different number of bee colonies, within 100. Produce honey, pollen, bee bread and other bee products, make mixtures of honey and berries, herbs and spices.
Anastasia already had a product logo. Therefore, it was decided to modify it..
It was
Has become
Considering, that the family apiary produces honey with different flavors and additives, additional packaging stickers were developed.
Below are the types of packaging for honey products, developed in the framework of workshops along with a revised logo.
At the Festival "Local Economy", which took place in the small business incubator of CJSC "MAP CJSC" 26 September 2020 g. in ah.Kolodyschy, Anastasia presented her products with new labels and logos.
Anastasia Havryuk: “I want to thank the organizers for the invitation to take part in the seminar, I received a lot of interesting and necessary information for myself. I really like the revised logo. "
At the head of the farm - interactive ecological center "ECOLAND" (Minsk district, ad. New Yard) Mikhail Zakharenko there was no logo. Having studied the main range of products manufactured by him (herbal teas), developed a unique ecological packaging and a new logo. And this is what happened:
New logo
New packaging
Mikhail Zakharenko: “The workshop was very useful for me, during which I got acquainted with information about product branding, visual identification, the types and functions of the packaging of agricultural products. Thanks to the experts, who helped me create a corporate identity from scratch and packaging ".
IN Dmitry Radyuk, heads of the farm "GALEGA" (Molodechno district, der. Ivontsevichi), also there was no corporate identity and packaging for their products.
A branch of a galega was chosen as the logo, since the main focus of his farm is the cultivation of medicinal tea – "East galega".
"In folk medicine," eastern galega "is recommended primarily for mild forms of diabetes. The plant has anti-inflammatory, antimicrobial, fortifying properties. Considering these beneficial properties and medicinal uses, I suggested using it as a logo, - Dmitry Radyuk commented ".
Logo and packaging, developed within the framework of the project "Green Agriculture without Borders" of the Latvia-Lithuania-Belarus Cross-Border Cooperation Program of the European Neighborhood Instrument on 2014-2020 gg. No. ENI-LLB-1-117 for the GALEGA farm looks like this:
26 September 2020 g. at the Festival "Local Economy" in Kolodishi, Dmitry presented his products with new logos (in the photo below).
Igor and Olga Khvaschevsky, owners farm "Vermi Ecoproduct" and personal subsidiary farm "Khvaschevsky" (Smorgon district, Chukhny village), were among the first in the country to receive an EU green certificate for land and agricultural products. Both farms use organic farming methods.
On 33 hectares of farmland in season grow black currant berries, potatoes, beets, carrot, bow, zucchini, pumpkin and greens. WITH 2018 started growing Jerusalem artichoke. Considering the list and types of products manufactured by the farm for the Vermi Ecoproduct farm, logo and labels for Jerusalem artichoke were developed (tubers and powder, and also a label for blackcurrant jam:
New logo FH "Vermi Ecoproduct":
New packaging with printed logo:
Olga Khvaschevskaya: “Participation in the seminar allowed me to understand how important it is to have a logo, corporate identity and creative packaging of goods. A logo helps you stand out from the competition, attract new buyers, and high-quality packaging arouses interest and increases customer confidence in your products ".
The main principle of work family personal subsidiary farm "Saladnoe happiness", which is headed by Angelica Kiklevich-Verbitskaya, Is the cultivation of high-quality and healthy products using organic technologies, observing the principle of environmental friendliness.
Angelica Kiklevich-Verbitskaya: «We take very seriously the quality of the products grown in our Saladnoe Happiness farm. We do everything with our own hands. Our three children help us. We put our soul into the quality of our products and strive to provide buyers with fresh and healthy products.. This is happiness for us! Well, if you want to surprise your family, loved ones, and friends, and also take care of their health, present them with an original and delicious bouquet of vegetables and herbs ".
When developing the new logo, images of various types of salads were used, vegetables, green, which are grown on the farm. The name of the farm itself is also applied - short, clear, which would be easy to remember. Considering, that the main activity of the farm is crop production, the font chosen is simple and light, which allows you to evoke clear associations among potential customers.
Logo of the personal subsidiary farm "Saladnoe happiness"
Packaging with printed logo personal subsidiary farm "Salad Happiness"
Example of finished packaging with a new logo personal subsidiary plots
"Salad happiness"
Angelica Kiklevich-Verbitskaya: “I asked myself a question - why do we need a logo and packaging?? Is it possible to do without them? After completing training in the framework of a European project, I can definitely say, what logo and packaging are needed. A logo can help promote a product and increase brand awareness, as it is printed everywhere: on products, banners and announcements, in social networks. When developing the logo, the designer took into account my wishes - I wanted to depict something airy, lung, memorable, so that the logo can be deposited in the memory of my future customers, and packaging, made of eco-material ".
As a result of the joint work of farmers Victoria and Pavel Radchukov and the designer, the logo for the next participant - nut eco-garden "Heritage" developed taking into account the general concept of farming.
Unique varieties of walnuts are grown in the Heritage Walnut Garden. As a result of grafting walnut seedlings and their adaptation in the existing climatic conditions, varieties with the most successful indicators of kernel mass were developed, occupancy and frost resistance.
Packaging with logo, developed during an international workshop, organized within the framework of the project of the Latvia-Lithuania-Belarus Cross-Border Cooperation Program under the European Neighborhood Instrument at 2014-2020 gg. ENI-LLB-1-117 «Green Agriculture without borders", funded by the European Union
Victoria and Pavel Radchuk: “We named our walnut garden“ Heritage ”and it is no coincidence. When designing the logo, we thought about, what associations does the word "walnut". In our opinion, walnut is a symbol of heritage, which can be passed down from generation to generation as something valuable and revered. The logo is centered on a walnut sapling set against a backdrop of majestic mountains and dawn. Mountains are nature, beauty, ascent, and dawn is birth, new life. Here's an associative array we got».
AT pharmacy garden "FitoKhaynik" grow herbal tea, using only natural raw materials without adding dyes. Directional natural teas are grown, that is such, which tone up, calm down, give strength and vivacity, and help to recover faster from illness. At the same time, people with disabilities work in the pharmacy garden..
Elena Fear, head of the farm "FitoChainik": "Herbal tea" FitoKhainik "was created especially for those, who care about their health and beauty, good health and mood of family and friends. On our logo, we depicted the herbs themselves, indicating their properties.: for harmony, fragrant, calming, tonic".
Label and packaging, developed for the "FitoChainik" pharmacy garden within the framework of the project of the Latvia-Lithuania-Belarus Cross-Border Cooperation Program under the European Neighborhood Instrument on 2014-2020 gg. ENI-LLB-1-117 «Green Agriculture without borders", funded by the European Union
"Family Apiary of the Grudinins" was founded by the spouses Eugene and Julia at 2012 year. Production is developing in three directions.: intelligence (uterus, bee packages), beekeeping raw materials extraction (honey, pollen, ambrosia, wax, propolis, royal jelly, drone homogenate) and processing (production of honey mixtures, apitherapy and natural cosmetics based on bee products, wax candles).
Evgeny Grudinin is the founder of the consumer cooperative "Medoslav Plus". Therefore, when redesigning the logo image, it was decided to apply the name of the consumer cooperative - "Medaslay". The central place is occupied by a bee against the background of a honeycomb.
Grudinin family apiary logo, developed within the framework of the project of the Latvia-Lithuania-Belarus Cross-Border Cooperation Program under the European Neighborhood Instrument for 2014-2020 gg. ENI-LLB-1-117 «Green Agriculture without borders", funded by the European Union
New packaging with printed logo:
Products of the Grudinins family apiary with a revised logo
(in the photo below)
Eugene Grudinin, head of the family apiary: “Today every company needs a logo. A logo helps you stand out from the competition, increase sales. With a poorly designed logo, your company's image can be severely damaged. Don't let it, to make it happen. I want to thank the organizers of the seminar for the opportunity to take part in the training course. I understood, that creating a logo is a responsible job, which should be carried out with the involvement of professionals ".
Mikhail Chistyakov, chapter farm "Paradise Valley" (Grodno region, der area. Zarica), with 2006 has been growing mushrooms such as oyster mushrooms and shiitake. But mushrooms are not Mikhail's only passion. WITH 2017 year he took up sheep breeding.
“Our small flock began with three sheep and one ram. Sheep farming is not an easy task. It is necessary to read a lot of specialized literature, chat with people, who are already doing this, determine the breed, prepare pasture», – says Mikhail.
When developing a visual image for the "Paradise Valley" farm, it was decided to use graphics, with the help of which it was possible to accurately convey that, what is the farmer doing.
Farm label "Paradise Valley", developed within the framework of the project of the Latvia-Lithuania-Belarus Cross-border Cooperation Program within the framework of the European Neighborhood Instrument for 2014-2020 gg. ENI-LLB-1-117 «Green Agriculture without borders", funded by the European Union
New packaging with printed logo:
Mikhail Chistyakov: “I am grateful to the organizers for an interesting seminar and to the designer for developing a logo for my farm.. The logo is the face of the organization, creates a visual image of the company, by which customers will remember you. I really like my logo, I will use it with great pleasure. ".
Seminars on Marketing and Product Branding, business planning and finance, organic certification, as well as international master classes on the development of logos and packaging for Belarusian farmers were organized within the framework of the project of the Latvia-Lithuania-Belarus Cross-Border Cooperation Program (https://www.eni-cbc.eu/llb/ru/) European Neighborhood Instrument 2014-2020 gg. ENI-LLB-1-117 «Green Agriculture without borders". Project registration number in the Ministry of Economy of the Republic of Belarus № 2/18/000938.
