Emrodnoe. Grow where you are plantedIn 2014, two major agricultural companies, "Emel'yanovskiy" (Novosibirsk) and "Sukhovskiy" (Kemerovo), merged into a new company that became one of the largest agricultural producers of Siberia. This united agricultural complex includes three subdivisions located in the Novosibirsk and Kemerovo regions, exploiting a 65 hectares greenhouse complex, a 2000 hectares open field, a 15 000 tons vegetable store and warehouses totaling 2000 square meters.The integration process of these two companies required the creation of a new unified brand that would be able to address all their markets.The emphasis of the brand positioning was placed on the fact that vegetables and herbs are produced in an environmentally friendly way in Siberia. The driving forces behind this strategy were that consumers often associate vegetables and herbs produced abroad with artificiality, genetic engineering and pesticides; and that scientific studies have shown that the healthiest fruits and vegetables are grown in lands where people live. This positioning gave birth to the brand “Emrodnoe”, which means, “I eat local”, and a visual strategy based on the brand icon, a bear, symbol of the Siberian strength and power; and on a slogan inspired by a Russian proverb “Grow where you are planted”.The extent of the visual strategy was very broad as it covered all kind of communication: advertising, packaging design, POS materials and online communication. In addition to the launch of this new brand, a set of promotional materials, a website, and the brand emrodnoe.ru were developed.
