Lisner

LISNER entered the Polish market in 1991 as a manufacturer of high quality fish products.. A coherent brand strategy coupled with growing consumer confidence helped LISNER to obtain the market leader position, both in terms of market share (share in sales value of herring products at end of July, 22.3%, Source: Nielsen), as well as brand awareness.

 

The success on the market of fish products has encouraged LISNER to introduce new brand categories; PASTELLA spreads and SALATERIA salads. The systematic increase of sales within these new categories (Pastella: 21%, Salateria: 14%) lay out that Lisner is no longer only a fish expert, it has become a modern brand offering a variety of general food and fish products in their portfolio.

 

As a result of these movement LISNER has refreshed the brand logo. Former studies revealed that the current logo is strongly associated with “fishness” - the most common associations during the surveys were: prestige, elegance, tradition, experience, order, harmony and peace. The expressive colors, spaciousness and the "smiling logo" will be more associated with modernity, innovation, joy, accessibility, security and warmth.

 

Gradual refreshments on the graphics of the fish products, a modern color scheme and the “smiling logo” will help us distinguish ourselves from the competitors and encourage consumers to more frequent purchases. Refreshed artwork will be accompanied by the introduction of new oil marinades in bold flavors and smaller weights, which will widen the brands consumer group of all the smaller households.

              

The company hopes that the change of the logo and refreshing the graphic design on the packaging of the fish products in connection with the planned advertising activities will help to achieve a share of value in the category of processed herring from 25% in the current year.