The Solution

A system of brand identity was created which conceptually combined two different product directions, while effectively highlighting the individual properties and characteristics of each product. “Tri Korochki Rjanie” or Rye dried bread are a traditional snack for which the primary consumption occurs as a light snack or addition to beer. This is why the image of this product line was made more dynamic, sated and playful. The background graphics and renewed personage display typical events during which this snack is consumed. “Tri Korochki Zolotistie” or Wheat dried bread is consumed more as an addition to salads and other dishes. They have a lighter taste, which is reflected with a more light and graceful food styling and dynamic graphic elements. The continuity of the package was achieved through saving the primary graphic brand identifiers: trademark and personage. The trademark was placed in the center of the package, while the personage were placed more systematically, which leveled the playful kitsch and the brand was no longer wrongfully identified as being for kids.