Total Redesign Of The Most Recognizable Baby Food Brand In Russia FrutoNiania is the leading baby food producer in Russia. The brand offers a wide range of productsfor different ages: from infants to toddlers.Juices and fruit mashes have become the most recognizable products of the brand. But with theactive development and expanding into other categories of products, it was necessary to create anintegrated approach to visual representation and develop a brand visual image that would easily adapt to any other formats and product lines.The brand has proved itself as a reliable helper for moms and their babies long ago, so it was important to crystallise and keep the unique identity of the brand, and at the same time, to enhance the message of healthy baby food and natural ingredients which underlie each product.The expanded product portfolio includes more than nine categories and 150 items, some of them are produced in the same packaging format and placed on one store shelf, so it is difficult for the customers to chose.KIAN group of companies has created clear package design architecture, developed and updated the approach to product zones and information stamps. KIAN has created a simple and cleartransparent system of product differentiation, which harmonizes the brand visual image on a store shelf and helps the customers to differentiate between categories.
