Russkaya Niva

The Case

In 1996 “Hlebprom” company laid the foundation of the development of a new long storage cakes and pastries by releasing “Russkaya Niva” trade mark for the first time. “Russkaya Niva” brand was a leader in its category for a long time. But for the last years the sales began to decrease. Aiming return to the leading positions on the market and pressing the Competitors Company re-launched the trade mark. According a new brand philosophy “Russkaya Niva” would be closer to consumer and more understandable and take more public image.

The Assignment

To develop a visual brand conception and a new logo of “Russkaya Niva” brand corresponding to the renewed positioning. To create brand image more emotional, attractive and interesting for target audience which core is women in the age of 30-50 with middle and low middle income level.

To combine disparate product lines of brand with one visual conception developing effective navigation system that allows strictly differentiate various product directions and assortment positions.

The Solution

Previous analysis revealed that existed image of brand wasn’t perceived by target audience as close and understandable. Brand image was degraded. However for the time of “Russkaya Niva” trade mark existence significant consumer loyalty was gathered that is why it was decided to save fractional continuity to brand image exist at the time of new identity development. The main color code of trade mark (warm as honey) remained permanent whereas graphic zone of the package became more various and intensive.

The objective of new brand logo development was to make the logo brighter and more emotional. An image of heart was chosen as a perfect solution. It symbolizes warm and comfort of home, love, sincerity and purity of relations.

Product zone of the package was also exposed to significant transformation. Food style was enriched by traditional attributes of family tea drinking like fine dishes, napkins, tablecloths and sweet vases. Product zone occupies a big area of the package allowed to attract consumer’s attention more effectively and motivate to buy. As a result of the changes implemented, a renewed image of brand became closer and more understandable for target audience.