Russia, French Cheese and Montarell
X5 Retail Group, one of the largest Russian retail groups asked agency CBA NVM to develop the new cheese private brand Montarell. The agency was asked to create the name, identity and packaging design for the entire brand. Montarell currently includes 3 types of cheeses: Brie, Camembert, and Goat cheese.
First, the agency created with the name, Montarell. A name that sounds typically French but would be at the same time be easy to pronounce in Russian. The design has a craft, premium style that demonstrates the quality of the products with a touch of French colors to remind the shopper of the origin of the products and the French savoir-faire.
About the Author: Christopher Durham
Christopher Durham is the president of the Velocity Institute. Prior to this he founded the groundbreaking site My Private Brand. He is the co-founder of The Vertex Awards. He began his retail career building brands at Food Lion and Lowe’s Home Improvement. Durham has worked with retailers around the world, including Albertsons, Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro Canada. Durham has published seven definitive books on private brands, including Fifty2: The My Private Brand Project and Vanguard: Vintage Originals.
