5 SEKUND — Naming and Packaging Design for Briquette Charcoal
The 5 SEKUND brand (charcoal) was developed: the naming emphasizes instant ignition. The design features a glowing "5" on a black background and infographics to instantly explain the product's uniqueness and ease of use.
1. Task
Normally, to ignite charcoal people use firewood, paper, or lighter fluid. This takes time, requires extra effort, and can sometimes spoil the flavor of food.
Our client approached Minim with a new product — 5 SEKUND charcoal briquettes, which ignite from a single match and burn longer than standard charcoal. The task was to quickly create a bold and clear brand that would immediately showcase the product’s uniqueness.
2. Research
In analyzing the market, we identified three key problems:
- Competitors’ packaging looked similar and failed to highlight unique benefits.
- Consumers struggled to understand which charcoal burned longer and was easier to use.
- The category lacked a brand that spoke the language of convenience and innovation.
Meanwhile, 5 SEKUND offered unique advantages:
- Ignites without additional tools.
- Burns longer than standard charcoal.
- Comes in three formats:
- Round — 1.5 hours
- Square — 2.5 hours
- Hexagonal — 3.5 hours
Thus, the packaging had to explain simplicity and benefits in just a few seconds.
3. Solution
Logo
The name 5 SEKUND already reflected the essence of the product. We strengthened its visual identity:
- The number “5” designed as a glowing coal with flames.
- The massive SEKUND typeface underlines reliability.
- A fiery red palette evokes heat and energy.
This transformed the logo into a powerful symbol — instantly recognizable and memorable.
Packaging
We made the packaging the main salesperson:
- A large, burning “5” instantly grabs attention.
- A black background emphasizes premium quality and contrast.
- Color accents (green, orange, blue) help differentiate the three types of briquettes.
- Infographics with icons — “stress-free relaxation,” “no firewood needed,” “one match,” “low smoke” — quickly convey benefits.
- Three cut-out holes at the top make carrying easy, even with a full hand.
Result
- Within just a few days, a full brand identity — including logo, design system, and packaging — was created.
- 5 SEKUND became the first charcoal briquette brand in Uzbekistan positioned as innovative and convenient.
- Packaging immediately stood out on the shelf and conveyed value without unnecessary words.
- The product quickly gained traction on the domestic market and expanded to Kazakhstan and Tajikistan.
