Brand Challenge
Pak Taliseh Food Industries began its operations in 1385 (2006) under the brand name *202*, entering the processed meat market. The brand’s goal was to produce ready-to-cook and fast-food-style meat products for a segment of society with busy lifestyles and numerous responsibilities, who do not have enough time for home cooking but still seek a high level of quality in convenience foods.
The brand’s main challenge was the failure of its efforts to establish a perception of healthiness and high quality in the minds of consumers. This was despite the use of high-quality raw ingredients in the production of its meat products and the communication activities carried out to convey this message.
Experience Gained
The results from market research conducted by The Branding Agency showed that consumers do not consider semi-prepared and fast-food meat products to be healthy. However, on the other hand, considering people’s increasing concerns and less time spent on cooking, there was a perceived need for high-quality products in this area. The Branding Agency’s solution for a long-standing brand with high-quality products like brand 202 was to design an authentic, premium, and enjoyable identity.
To create this identity, the brand’s product portfolio was expanded by producing premium products such as bacon and handmade burgers. Its distribution channel was refined by including products in luxury stores, A-class hypermarkets, and upscale restaurants and fast-food establishments. Additionally, the packaging of brand 202 was modified in line with the created identity, aiming to foster a high-quality image in the minds of consumers.
Brand Visual Solutions
In terms of color perception for this product category, brand 202’s color should have shifted from blue to red. However, according to the brand recall analysis for 202, consumers strongly remembered the brand’s blue color. Therefore, the logo color was kept blue, but efforts were made to use more shades of red in the designs.
Furthermore, in line with the new brand strategy, through simple compositions, high-quality images, and unique designs on the packaging, the aim was to impart a luxurious and premium feel to the brand.
