Ilyinka — our own natural vegetables and berriesIn 2011 Uralskie Pelmeni Company, the largest producer of frozen semi manufactures and ice-cream within the Ural region, ventured into a new area of business - namely the production of deep freeze vegetables. The company made contact with KIAN in order to design a brand for this new product range. TASKPerform a market audit, and design a concept for the positioning and visual strategy of the brand.SOLUTIONThe market of frozen vegetables and vegetable mix started to develop in our country comparatively recently, however up until the time of writing, competition has been tough in this market segment. Several large federal players operate in this sector, offering both home-grown and imported produce. In light of these conditions, the competitive advantage of our client’s product consists in the fact that the vast majority of products within their range are completely produced in Russia within an agricultural complex in Chelyabinsk. In accordance with the brand positioning strategy, the name of the brand needed to have strong emphasis on the geographical origins of the products, consequently the name “Ilyinka” was chosen. The designed visual concept reflects the idea of nature, safety, and freshness. The non-traditional presentation of the product range highlights the advantages of the product and separates this brand from the rows of competitors.