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This logotype laconically emphasizes the most valuable consumer properties of the meat products – freshness and naturalness. Popularization of these qualities can be explained by the strong aspiration of the customers to a healthy way of life, and as natural and fresh food as its inseperable part. Speaking about the basic emotional message to a target audience, we strongly believe that this label should be “tasty”. From this point of view red color imparts not only naturalness and freshness, but also the holiday and prosperity moods