The Brief
Kaufland, the German hypermarket chain, wanted to honour Czech traditions and craftmenship in food and thus they launched a new own brand K-Jarmark. The brand is fully dedicated to local foods, support of local suppliers as well as agriculture in the Czech Republic.
Our task was to develop a new brand and its visual identity with primar focus on packaging. The new brand was to communicate Czechness, tradition and craft. The word “jarmark” in Czech language refers the traditional grocery market, the client selected for the brand only the high-quality, authentic local products of Czech origin. Our challenge was to capture the essence of Czechness with a focus on tradition and the excellence of the Czech craftsmenship.
Solution
We trully believe in Czech proverb „Golden Czech hands“ which was our first and utmost inspiration. We ourselves love great Czech food and we believe that it deserves to be celebrated. Therefore, we decided to make the brand very, very Czech in every detail to acknowledge our heritage and achievements.
Logo
The linden leaves represent visual cue deeply rooted in the Czech culture since the linden tree is one of the Czech national symbols. We made sure that the typography has been crafted to the biggest detail to be in line with Czech craftsmenship. Kaufland „K“ is incorporated to explain brand’s connection to the mother brand. All in blue / red / white colors which are the CZECH colors.
Visual Identity
Our visual identity is based on a pattern graphic asset that is traditionally used in the Czech culture. Our pattern was created by elements that capture a spirit of the Czech legacy. The elements, including colors, vary across the product lines and allow us to make a differentiation in between various products. The pattern frames the labels and creates a cohesive and visually appealing design as welll as visual impact on the shelf. The visual brand identity is strong and allows unlimited expansion of products and sub-lines by playing with colors and details of the pattern. With all design elements we managed to connect with the Czech consumers as well establish K- Jarmark as a local brand that takes pride in the Czech products that we know and love for generations.
