Prime Star healthy food chain

November 2014

Pentawards 2015: Package Design, 2nd place

Pentawards 2015: Package Design, 2nd place

Idea, National Advertising Festival 2015: Branding, 3rd place

Idea, National Advertising Festival 2015: Branding, 3rd place

Kiev International Advertising Festival 2016: Branding, Shortlist

Kiev International Advertising Festival 2016: Branding, Shortlist

Sostav.ru, Results of the Year 2017: Project of the Year. Branding, 3rd place

Sostav.ru, Results of the Year 2017: Project of the Year. Branding, 3rd place

Ad Black Sea, International Advertising Festival 2017: Branding, Shortlist

Ad Black Sea, International Advertising Festival 2017: Branding, Shortlist

The Prime Star cafe chain, being a part of the Novikov Group holding, was formed in 2007. Till nowadays this fast casual segment combines fast service and excellent food quality.

Pentawards 2015: Package Design, 2nd place

Pentawards 2015: Package Design, 2nd place

Idea, National Advertising Festival 2015: Branding, 3rd place

Idea, National Advertising Festival 2015: Branding, 3rd place

Kiev International Advertising Festival 2016: Branding, Shortlist

Kiev International Advertising Festival 2016: Branding, Shortlist

Sostav.ru, Results of the Year 2017: Project of the Year. Branding, 3rd place

Sostav.ru, Results of the Year 2017: Project of the Year. Branding, 3rd place

Ad Black Sea, International Advertising Festival 2017: Branding, Shortlist

Ad Black Sea, International Advertising Festival 2017: Branding, Shortlist

In 2014 the brand turned to LINII for a packaging design update. We were tasked to add brightness and emotionality to it, as well as to attract attention of stylish and active youngsters, who cares about their health.

The concept was based on ironic illustrations with an English character. For its implementation, the Estonian artist Eiko Ojala , who collaborated with The New York Times, The Guardian, Harvard Business Review was involved. Together with our team, he made more than 40 mini-stories that formed the basis of the retailer’s corporate identity.

Thanks to the cheerful "green" concept, the number Prime Star chain was doubled and increased sales by 16%.

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

Mikhail Gubergrits, CEO and Creative Director of LINII