The network of PRIME STAR cafes, which is part of Novikov Group, was formed in 2007 as a result of a merger of Prime and Five Star networks. The healthy food market expert in the fast-casual segment combines fast service and restaurant quality of dishes. Before our agency joined the work on packaging of PRIME STAR products in 2014, it was soft, calm and neutral. We needed to not only add emotions and cheer up the guests of the cafe, but also to share values of the brand, tell everyone that PRIME STAR is modern, stylish, tasty and good.
Development of the network and new street cafes attracted those who keep up with trends; active, fashionable youth, who care for their health. The brand is open to experiments, communicative, not afraid to make fun of itself and to reflect this in the package. We proposed a concept based on illustrations with ironic stories and somewhat British humor.
The idea of natural and fresh products was realized with the help of the paperwork illustrations by an Estonian artist Eiko Ojala. Have a good sense of humor and you’ll always be in the spotlight! The new design sets a playful mood and emphasizes that a modern fast food cafe should not only be tasty and good, but also beautiful and joyful.
We managed to find the perfect mix of self-irony and right, healthy attitude towards food, so the idea was approved by the client literally at the presentation