Kamis desserts — products for desserts and pastryThe McCormick company is a worldwide leader in the manufacture of spices, seasonings, condiments, sauces and marinades. This company has dozens of brands which successfully work in different countries in North and South America, Europe, the Middle East and Asia.The biggest McCormick's brand in Russia is Kamis. It is a leader on the Russian spices market. In 2016 the company decided to expand the brand's product range and started a new product line for desserts and pastry. The company has taken the product range of the Vahine brand (leader on the dessert condiment market in France and other countries in Western Europe) as a basis for a new product line.The main task of this project was to create the modern brand identity for a new Kamis dessert line and keep it recognisable to the consumers at the same time.The important aspect of this project was to tell Russian consumers about the unique properties and advantages of new unknown products such as almond powder or marzipan mastic, which are traditional for the French market. To solve this task we proposed the creation of a Kamis line called "Collection of confectionery masterpieces" in which every product package was dedicated to some famous French dessert. The back of the package contained a large picture of the dessert and detailed recipe. It has helped to make new products more understandable and attractive for consumers, inspiring them to be creative in the kitchen. The bright and attractive identity we have created very much takes after Kamis' recognisable image and blends seamlessly into the brand.Success of the new Kamis line has impressed the Russian McCormick team as well as company's global management. They plan to start the equivalent line in Poland in 2017, keeping the entire concept created by the KIAN team.
