Metable Branding by Mimosas

Founded two years ago, Mimosas and the Freelance Team connects clients with freelancers in Georgia. We create custom teams for projects, operating on a task-based or hybrid freelancing model. In two years, we have assembled teams ranging from 3 to 150 individuals. We have developed strategies, communication platforms, new brand identities, comprehensive marketing campaigns, and organized events for a wide range of clients.

Metable, a brand developed for Nikora, involved market research, strategic and brand platform development, identity creation, and the subsequent launch campaign [including production of image video and key visuals].

Branding was the key element. It was the first time premium meat products were targeted at Millennials, a generation that values simple hospitality over complex food preparation and long crowded tables. Meat and charcuterie boards became central to movie nights, game nights, and social gatherings with quality wine & alcohol. Since the meat board is a focal point, we named the brand Metable [In Georgia, a person who sets tables] and based its visual identity on these types of gatherings.

For the packaging and visual identity, we opted for a maximalist aesthetic over a minimalistic one. Our focus was on emphasizing the product's Georgian origin and premium quality, and underscoring its suitability for social gatherings. To achieve this, we adapted Renaissance paintings depicting pastoral scenes, replacing the original figures with contemporary ones to create modern Georgian pastoral scenes.

Key visuals were inspired by classical chiaroscuro techniques. This artistic approach, combining historical aesthetic with modern sensibility, allowed for a distinctive brand narrative that resonated with the target demographic's appreciation for both heritage and contemporary lifestyle.

Follow Mimosas & Designmadein.ge on Instagram