BASQUE COUNTRY

is a gastronomic magnet for gourmands from all over the world. It’s where MHP holding’s team found a true pearl—Eduardo Salvador, a chef with a super star culinary portfolio who works in Ukraine. Being an ambassador for LaStrava, a new brand of restaurant-quality ready meals, he has created recipes for them. The modern consumer demand for tasty and diverse food that doesn’t require time for cooking help to build up the brand positioning platform: a restaurant at home.

LOVE FOR GASTRONOMY

brought together the chef’s talent and the Ukrainian feasting traditions under symbolic banner of Basque Country. That’s why the first packaging we created were red and green. Later, we developed a product differentiation color scheme according to main ingredients, such as meat, vegetables, chicken, or fish. The logo-centric approach with a bowl-shaped letter became the main distinctive feature of the brand presentation. Different meals have their own schematic depictions of ingredients in a modern minimalistic manner. We developed the concept design of pilot SKUs, and then, the client’s team adapted it for the assortment portfolio, which keeps rolling and expanding.

THE CHERRY ON TOP

of the project is the innovative pasteurization technology and presenting the product in transparent packaging to show how delicious it is. Despite it narrowed the design opportunities, the big logo and vibrant background colors attract attention to LaStrava products at MHP’s Myasomarket chain stores.

Project
Creative Director: Maxim Lesnyak
Designer: Anastasia Churbanova 
Project Manager: Julia Shyrinska

Case
Designer: Anastasia Churbanova
Copywriter: Julia Shyrinska