Brand strategy · Product · Packaging · Sales / 2022

ERA 2022

Idea → marketing → product → profit.

An integrated design system connecting market positioning, product development, packaging and sales content. The 2022 case reports 6,400 active SKUs and 14,670 launches between 2008 and 2022. Design works across the entire journey: identifying a market opportunity, shaping the product and helping customers understand and choose it.

Creative direction, brand identity and product ideas: Vladimir Shmoylov. Packaging and sales content: the design team under his direction.

Commercial portfolio presented in 2022. Figures refer to the original case and its period; financial profit figures are not disclosed.

Rebranding · 2008–2010

In 2008, the brand name moved to Cyrillic and the new mark made the initial letter a source of light. Colour coding then organised the packaging across product families.

Original project ↗

ERA 2022 — Rebranding · 2008–2010, view 01 — Rebranding · 2008–2010 / 01

ERA 2022 — Rebranding · 2008–2010, view 02 — Rebranding · 2008–2010 / 02

ERA 2022 — Rebranding · 2008–2010, view 03 — Rebranding · 2008–2010 / 03

ERA 2022 — Rebranding · 2008–2010, view 04 — Rebranding · 2008–2010 / 04

ERA 2022 — Rebranding · 2008–2010, view 05 — Rebranding · 2008–2010 / 05

ERA 2022 — Rebranding · 2008–2010, view 06 — Rebranding · 2008–2010 / 06

ERA 2022 — Rebranding · 2008–2010, view 07 — Rebranding · 2008–2010 / 07

ERA 2022 — Rebranding · 2008–2010, view 08 — Rebranding · 2008–2010 / 08

ERA 2022 — Rebranding · 2008–2010, view 09 — Rebranding · 2008–2010 / 09

ERA 2022 — Rebranding · 2008–2010, view 10 — Rebranding · 2008–2010 / 10

ERA 2022 — Rebranding · 2008–2010, view 11 — Rebranding · 2008–2010 / 11

Market and positioning

Three price segments: Trophy, ERA and Zvezda. Price segmentation gives each brand a clear role. The 2008 ERA rebrand established a Cyrillic identity; the later mascot added an approachable character.

Original project ↗

ERA 2022 — Market and positioning, view 01 — Market and positioning / 01

ERA 2022 — Market and positioning, view 02 — Market and positioning / 02

ERA 2022 — Market and positioning, view 03 — Market and positioning / 03

ERA 2022 — Market and positioning, view 04 — Market and positioning / 04

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ERA 2022 — Market and positioning, view 07 — Market and positioning / 07

Ideas become products

Industrial design links form with market opportunities. One example is an electrical adaptor with USB charging ports, conceived while developing a USB power strip.

ERA 2022 — Ideas become products, view 02 — Ideas become products / 02

ERA 2022 — Ideas become products, view 03 — Ideas become products / 03

Packaging as a system

The team designed product graphics, manuals, individual and group packaging, shipping cartons and retail display formats. Colour coding helps customers navigate product families.

ERA 2022 — Packaging as a system, view 02 — Packaging as a system / 02

ERA 2022 — Packaging as a system, view 03 — Packaging as a system / 03

From product to sale

Catalogues, promotional leaflets and explanatory e-commerce content extend the product into the sales channel. Commercial return is the goal of the whole system, rather than an isolated visual exercise.

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