The development of the brand «GlavZhar»
Charsky studio was commissioned by «Mashinter» Group of Companies to develop the naming, the positioning, the logo, the corporate identity and product packaging for a new premium line of the picnic sets and the brand’s flagship product, the coal briquettes.
The product positioning was defined as «Quality is checked». This slogan reflected the high level of product quality, resulted from in-depth work of the manufacturer’s research laboratory that allowed to create products with unique consumer properties, which can be considered the best in the segment.
The brand’s name — «GlavZhar» (meaning: ChiefHeat) — communicates the idea that the product line has been designed and manufactured by experts in the industry, and helps position the brand as the expert in cooking meat over open fire. Charsky studio used the idea of imitating the name of an expert institution with rich expertise and competencies. The powerful and somewhat brutal sound creates the image of reliability and confidence. It communicates the idea of a «craftsman’s» ability to maintain the cooking process (that is, not merely to ignite the coals, but to roast meat on the coals for a long period), and guarantees that the quality and taste of the food prepared using these products will be perfect.
The logo visualizes a stylized «sign of quality» that refers to the Soviet-era days, when all the products were made according to state-controlled standards of quality (GOST), and only the best products were eligible for being awarded such label.
When designing the packaging, it was decided to move away from traditional mass-market packets, the packaging was designed to be bright, premium-looking, emphasizing the high level of product quality and differentiating the brand in this price category.