Layker — naming and packaging design for a snack in Uzbekistan

1. Problem and challenge

The snack market is one of the most impulsive and highly competitive sectors in the FMCG (fast-moving consumer goods) sector. According to marketing research, over 70% of shoppers make a snack purchase decision directly at the shelf, in just 3-5 seconds. In such a context, especially when the market is dominated by international giants, a new product must stand out on the shelf and instantly spark interest in the consumer's mind.

Our client presented us with a major challenge: to create a strong brand foundation for a new product unique in Central Asia, a fully automated plant covering approximately 2 hectares, ISO- and Halal-certified. Our goal as brand managers was not simply to create a beautiful design, but to develop a commercial tool that would generate sales and engage customers—a holistic system from naming to packaging design.

2. Research and insights

To understand the project's essence, we spent six months at the epicenter of the plant's bustling operations. At least once a week, we observed the production process and commissioning. Technologists from Europe, Turkey, and China worked day and night to create safe and unique flavors.

Our key insight: today's consumers are constantly seeking new sensations. Therefore, the product line was created to be extremely bold and unusual: in addition to classic shashlik, paprika, crab, and cheese, it included market-shaking flavors such as chocolate, bubblegum, strawberries and cream, salted caramel, red caviar, and even pickles! We needed a dynamic solution that would reflect the character of a product that breaks taste barriers.

3. Solution

We started with the foundation of the right brand name. We needed the most powerful positive trigger from psychology and digital culture. That's how the name "Lyker" was chosen. It's not just a word; it's a name expressing a positive assessment (like) and affection. From a neuromarketing perspective, the concept of a "like" evokes a feeling of acceptance and joy in the human subconscious. The name was universally loved and was successfully patented.

We then transferred this idea to the packaging design:

• Contrast and Dynamics: To ensure a strong shelf presence, we left a clean white background in the center, surrounding it with vibrant, saturated colors to match each flavor (for example, vibrant blue-violet for chocolate, pink for crab, and yellow-green for pickles).
• Bold Visual Language: Expressive brushstrokes and graphic elements along the edges of the packaging reflect the brand's youthful, energetic spirit, as well as unexpected new flavors.
• Food Zone and Trust: To awaken consumer appetite, we created a clean food zone on the front of the packaging using realistic photographs of a high-quality crouton and its main ingredient. Additionally, to build consumer confidence, the Halal certification mark was prominently displayed.

After the packaging design was approved, we created the brand's offline infrastructure. Statistics show that properly placed POS materials increase product awareness by 30-40%. Therefore, shelf talkers, wobblers, and special price tags were developed. Additionally, we created a comprehensive brand book, a catalog for distributors, outdoor advertising banners, videos for LED screens, and realistic 3D packaging animations.

Result

Six months of work, a well-chosen naming strategy, and our aggressive visual strategy have paid off. Today, Layker is not only a high-quality snack with a unique flavor, but also a strong, legally patented brand with packaging that instantly catches the eye on the shelf and can confidently compete with market giants. We are proud of our professional contribution to the creation of one of the largest automated national projects in Central Asia.

If your products also require strong branding, the Minim team provides comprehensive services in this area.