"Russian Sea" — renovation of the national brand"Russian Sea" is one of the biggest ready-made fish products and seafood companies. Nowadays, "Russian Sea" is a definitive leader on the Russian fish market. The company has a branched network of regional offices, large-scale production assets and three main business areas represented by separate companies. At the end of 2016, the "Russian Sea" company published the results of a large rebranding campaign that has covered all the facets of the company's life. The KIAN Group was assigned to the development of the brand's marketing and visual strategy.Somehow this trademark is a good image of the spirit of Russia, its representation through the product. We can sense it even in the company's name. This name clearly shows the brand's affiliation with the country and forms the idea that the product was caught in local seas making the trademark closer to the consumers. We live in a land which has a unique and rich culture, and a rather problematic, but unquestionably great history. KIAN specialists have had a serious task: they have needed to show characteristic traits of the Russian mind-set in every single communication and visual strategy. It was necessary to capture the spirit of pride for the country and the idea that Russia is a country of great opportunities, and that is why everyone can live and make progress here.We have developed a complex marketing strategy and visual brand strategy. As a visual solution we have created a minimalistic design where cold Russian seas became one of the main emotional images as they are Russia's unique natural treasures. A clear minimalistic design helps the consumer to notice the most important thing: a high quality product.