IMPERIYA VKUSA (THE TASTE EMPIRE)
While updating all Cherkizovo sub-brands, it was decided to refresh and update the Imperiya Vkusa ham line. The goal of restyling was to strengthen the brand identity as a modern, high-quality product that is not harmful to health and suitable for a low-fat diet. The existing label was too small to fit everything without harming brand perception, given the number of graphic elements and technical information. Therefore, restyling took the line of simplifying graphics. The skeleton of the design concept (composition, logo, color differentiation) was affected minimally. New descriptors have been introduced, and the taste icons have been developed anew. The new design looks more modern, clearer and it visually separates technical information from marketing one.