Babushka Anya (Grandmother Ann) — the people’s choice in BelarusThe ‘Babushka Anya’ brand is the market leader in the Belorussian frozen processed food sector. Five product ranges and over twenty brand positions are represented within the brand portfolio. In 2008, KIAN created the visual image for this brand. In 2013, in connection with the dynamic growth in this market area and the existing strategic extension of the brand range, the decision was taken to perform a full rebranding.The fundamental task of the project was to create a renewed, more contemporary brand image; an image in keeping with the brand’s current status as market leader, and one that would ensure the continued retention of this position going forward. Also, bearing in mind the planned future extension of the brand range, it was vitally important to create an effective visual conception for the brand, allowing for the unification of multiple positions under a single brand, whilst at the same time retaining ease of navigation.It was decided that the key element for the renewed visual concept would be a character. Initially taken from the logotype, "Babushka Anya" turned into a fully-fledged brand icon, communicating with the consumer by appealing to their warm emotions and giving off a more friendly impression. Such a powerful visual and emotional anchor enabled us to effectively unify the wide brand range, at the same time creating a simple system of navigation. At the end of 2013, the new-look ‘Babushka Anya’ was recognized as the most successful brand in Belarus, winning the award, ‘brand of the year’.Video:Creativity — Primary/JWTProduction — Grandma studia
