Marshé Rebranding by Q&A

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Q&A is the creative team of Giorgi Kvlividze and Nikusha Antadze. As an independent duo of an art director and a copywriter, they have been creating advertising campaigns and brand identities in this format since 2023. What Q&A values most is the freedom to bring the right people on board to bring ideas to life. For the Marshé rebranding, senior graphic designer Sergo Titenkov took the lead on design, while font engineering was handled by Aleksandre Sukiasov.

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Marshé, a producer of ready-to-eat and semi-prepared foods, entered the market in 2012. In 2024, the brand's strategic platform was updated, with the strategy developed by Ucha and Sandro Urushadze. Based on this, Q&A developed a new brand concept.

A new symbol, visual style, and packaging system were created, covering over 80 products across four main categories.  Most of the product names were also reinvented in line with the new concept.

The logo forms a circular chain of M's, symbolizing endless deliciousness (Mmmm...) and the continuous pleasure of Marshé's “too good” products. It also evokes the traditional sun-shaped ornament often found on Georgian "blue tablecloths."

Inspired by the communication message, a fridge full of Marshé’s “too good” products is seen as the equivalent of a bookshelf filled with favorite books. Each product category feels like a treasured volume, the packaging resembles book covers, and Marshé becomes the publisher and author of this collection of rich flavors.

Each of Marshé’s four categories was given a unique pattern that resembles a book cover while also reflecting consumer behavior patterns, such as the habit of regularly purchasing and stocking up on favorite products.

The categories are divided like collections from different literary genres.The sausage range is the European classics.Seafood is the "Ocean Saga."Pelmeni varieties take on a comic book feel, introducing us to the "Supelmen," and so on.On the back of each package, like a book blurb, you’ll find a mouthwatering foodporn-style description of the product.

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