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For which product is the packaging to be developed?  ice cream 


Product description for which the packaging is being developed:  Monaco ice cream, one of the largest ice cream brands in Ukraine.  Monaco can be considered the first premium Ukrainian ice cream brand. 


Company name:  Three Bears


Company's line of business:  frozen semi-finished products and ice cream


Description of product/service categories:  due to the war, the Ukrainian ice cream market has significantly lost in sales volumes, although the supply has not decreased. This will lead to increased competition among the main players in 2023. In times of crisis and hardship, there is a polarization of consumer demand in the lower and premium segments — it is important to maintain trust in the brand's products and ensure that the products correspond to the high price. 


Distribution channels and sales geography:  mainly networks: ATB, Silpo, Fora, Metro, Auchan, etc.


Target audience profile:  core target audience: Women 25-45 500K+


Existing or anticipated positioning:  the brand slogan is "Be happy, not perfect". Advertising video: https://youtu.be/vmZS_WjYoCg


Closest competitors:  Kashtan (Khladik), Lev DELUXE / LEV (Lasyunka), Velvet (Limo), Imperium / Millennium (Rud)


Main competitive advantages of the company:  Monaco was the first brand in Ukraine with premium positioning, has high awareness and recognition among consumers. In 2023, in the line of sticks (ice cream coated on a stick), Monaco plans to switch from glaze to chocolate, which will improve the taste and organoleptic properties of the product (make it even tastier). Monaco's assortment includes unique flavors or those that were first introduced to the market specifically in this line.


Brand name on the packaging:  "Monaco "THREE BEARS"


Product price segment:  high 


Duration of the product's presence in the market:  5 years


Advantages of the promoted product:  chocolate coating, unique flavor solutions, beautiful appearance


What are the benefits for the buyer from purchasing the product?  unique experience, confidence in the quality of a well-known brand


Is the packaging being created for the first time or is there an existing version? (add an image of the existing packaging)  there is an existing version, a link to download is provided in the task file


What is the main task of the packaging design:  refresh, modernize, while maintaining recognition


Style in which the packaging should be executed:  it is necessary to maintain the premium style of the product, it must correspond to the high price


Basic colors:  black, color identifiers of flavors — to highlight flavors (there are a total of 6-7 active positions in the line)


Please specify the dimensions of the packaging (add a layout if available):  a link to the working file is provided in the task file


Are there mandatory graphic and text elements to be used (photos, texts, licenses, images, drawings. Specify the location of the elements on the packaging)?  on the front side: a combination of the Monaco logo and the Three Bears logo (in the same configuration as in the current layout), flavor name, full product name, flavor visualization, product image.


In what format would you like to receive the output material?  files fully ready for printing (formats ai and psd) and visualization in the form of the packaged product (example see in the task file)


Please provide any additional information you consider important. 

packaging material — metallized flow-pack. it is preferable to use and play with different textures of partial gloss and matte, elements of color identification should preferably be executed with matte lamination on metal (example see in the task file)
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