Creating a visual strategy for the national Belarusian ice-cream brandUKKI positioned in the ice-cream sector, is the largest brand belonging to the Santa Bremor company. This brand brings the most popular, classic type of ice-cream together with traditional recipes and the use of natural cream.TASKThe key elements for the project were to design a visual strategy for the brand, to design the packaging across the whole brand range, as well as to develop a concept in communication strategy and the scenarios for video advertisements.SOLUTIONWhen creating the visual brand concept for the ice-cream segment, we needed to pay attention to two idiosyncratic aspects of this market area. Firstly this sector is characterized by the absence of clear merchandizing; the lay-out of products on the shelf more often has a chaotic character. Secondly, it should be taken into account that ice-cream is predominantly an impulse purchase, therefore the work on the visual attributes of the brand and product zone plays a key role. Both of these factors were large considerations during the conception of an effective visual brand strategy for the UKKI brand. As a result a new brand image was created: bright, emotional, modern. A memorable colour code was found for the brand, forming a clear brand-block on the shelves. The visual concept of the brand was applied across all mediums of communication. One of the most important stages of the project was the creation of a brand-book, taking into account all communication demands of the brand: from the design of the packaging to the lay-out of point of sale and advertising communications. The final phase of the project was the creation of an integrated advertising campaign to reintroduce the brand to the market, including the scenarios for video-advertisements, ‘out-door’ adverts of various formats and the design of point of sale. Video:Creativity – KIAN Branding AgencyProduction – Fresh Production House
