Centroproizvod Design StrategyCentroproizvod

Task Centroproizvod is one of the most famous Serbian brands and a ‘household name’ in the Serbian FMCG market. The brand covered many, many categories in the food market from tea to soups, sauces to desserts.
With growing confidence in the Serbian economy and pressure from local as well as international brands the time was right for Centroproizvod to strategically review the direction it was taking in order to position itself as a proud and relevant brand to its huge consumer base.

Solution Before starting design work, significant background work was carried out using strategic modelling to investigate the optimal positioning for the brand. This strategy provided the framework for the design solutions and served to give the brand a real consumer hook.
A selection of design themes were created for a selection of the pillar brands including the review of the role of sub brands. The work was developed to a stage when the local Serbian Agency could finish off the assignment due to the understandable costs involved on a range with so many SKU’s.
The new identity will be rolled out over the coming months with early research indicating that the preference of the new design is significant amongst the local consumers.