Perekrestok – Chilled Meat

Our task was to create a private label brand of chilled meat that would not only stand out on the shelf but also build a strong emotional connection between the customer, the brand, and the retailer. That’s how “Khoroshiy Kusok” (“A Good Cut”) was born — a brand that is honest, delicious, and memorable, speaking the consumer’s language.

The core idea of the project was to create a brand consumers can trust, both in terms of product quality and the emotions it evokes. We went beyond the traditional “meat = product” concept and focused on the human aspect of the purchase. Consumers are not just buying food — they’re choosing a moment of pleasure, a family dinner, a gesture of care. Through visual and verbal brand elements, we built an emotional bridge from the consumer to the brand, and through recognition and loyalty — from the brand to the retailer.

The visual identity of the brand combines naturalness, appetizing aesthetics, and a touch of humor. The packaging features bold, expressive black-and-white portraits of people genuinely enjoying a “good cut.” This evokes associations with real emotions and consumption experiences. Minimalist yet striking typography and concise icons make it easy to navigate the product range. Color-coded labels help differentiate product categories (beef, pork, etc.) while maintaining a unified brand look.

We deliberately avoided clichés in order to create a unique visual code that is easy to remember. This approach reinforces trust and a perception of quality. Moreover, we position the brand as a tool for increasing loyalty to the “Perekrestok” retail chain by offering not just a product, but a positive user experience.

“Khoroshiy Kusok” is not just about meat — it’s about enjoyment, choice, and trust. The project proves that a private label doesn’t have to be secondary — it can be a leading brand when it’s built on values and sincere communication.