Brand Identity for a ready-to-eat meal brand

Bloom Büro developed the naming and identity for «Chef Taril», a ready-to-eat meal brand for the Kolo supermarket chain. The main focus was to create an emotional connection with Kolo’s customers through a unique concept and design.

Kolo is a supermarket chain with over 250 locations in Kyiv, the Kyiv region, and Odesa. Analyzing consumer trends, the brand team noticed a growing demand for semi-prepared meals, often chosen by busy individuals looking for ways to simplify daily cooking without compromising on quality and taste. This insight led to the idea of creating a private-label brand for ready-to-eat meals.

Agency Objectives:

• Differentiate the product from competitors
• Develop a name that reflects the brand’s values: high quality, ease, and speed of preparation
• Create a logo and packaging design that stands out on the shelves and attracts customers

Naming

The name had to be in Ukrainian, closely connected to the concept of ready-to-eat meals, and easy to remember. After considering 15 different options, the Kolo team and the agency chose the name «Chef Taril». The idea behind the name is to bring restaurant-quality food to every home chef’s kitchen.

The word «taril», which has a French-inspired sound, subtly hints at gourmet and refined cuisine. The name also reflects that the meals were created by professional chefs, ensuring the highest quality and exquisite taste.

Logo Design

The logo visualizes the image of a chef, aiming to strengthen the emotional connection between the consumer and the brand.

The custom-designed typography for the logo conveys a homey and caring atmosphere. Additionally, a simplified version of the logo was created for adaptability, keeping only the chef’s hat as a badge and the text. The color of the hat can change depending on the medium or meal type, making the logo versatile and adaptive.

Packaging Design

The chef character became the central visual element of the packaging, appearing as if holding a large plate with a dish. Each SKU features a unique decorative pattern on the plate and a distinct color palette, allowing for product differentiation and encouraging customers to engage with the packaging while their meal is being prepared.

A transparent window was integrated into the center of the plate, allowing customers to see the meal inside before purchasing.

The sides of the packaging include cooking instructions, illustrated with hand-drawn icons for clarity and ease of use.

Additionally, the packaging includes a “From Kolo with Love” label to clearly establish the brand as a private label of the Kolo supermarket chain.