Blizhnie Gorki: Packaging for Semi-Finished Meat Products

Background

Blizhnie Gorki is a Russian meat product brand owned by the Agropromkomplektatsiya Group. Its product range includes chilled semi-finished meat products, sausages, and delicatessen items. As part of the brand’s ongoing development, the Blizhnie Gorki team initiated an evolutionary update to the packaging design for its chilled semi-finished products.

Challenge

UPRISE was tasked with updating the product line’s visual system—modernizing its look and making it more expressive while preserving the brand’s recognizable identity. The goal was to refine the packaging to ensure it stands out in a highly competitive market, all while maintaining a clear connection to the existing design. Key priorities included strengthening the brand’s presence, improving navigation across the product range, highlighting individual SKUs, and making the products look more appetizing. Another specific objective was to visually differentiate the brand from competitors and private-label (store-brand) products.

Solution

UPRISE team restructured the packaging architecture and recalibrated the focus within the composition. The logo area was enlarged, the signature yellow color was made more vibrant, and the design was enhanced with bold accents and geometric elements. To boost the product’s visual appeal, the team expanded the “food zone,” featuring imagery of the prepared dish. UPRISE developed unique food zones and specific product claims for each SKU, giving individual items their own distinct visual highlights while ensuring the entire product line remained cohesive.

“We focused on visual ‘deliciousness’ so that consumers could immediately see the final prepared result.” “Undoubtedly, the redesign of ‘Blizhniye Gorki’ was more than just a visual refresh; it was a strategic move to strengthen our position in the semi-finished products segment, where standing out on the shelf is the key to successful sales,” shared Marketing Director Elena Zakharova.

Results

The updated design underwent shelf testing conducted by ‘Consumer Research.’ Among the brand’s consumers, the overall rating for the new packaging was five times higher than that of the previous design. 67% of participants noticed ‘Blizhniye Gorki’ first. 99% confirmed that the design suits the brand and inspires trust. 98% expressed a desire to try the product in its new packaging. 82% noted that it stands out from similar products on the market.