Redesign of Kazakh locomotive brands for the Raimbek Group holding companyThe Raimbek group holding company is unquestionably the market leader in Kazakhstan for the production of alcoholic and non-alcoholic beverages. The company has developed and introduced innovative technology to the market for over twenty years. KIAN has provided the Raimbek group with comprehensive branding services since 2008.Working within a strategic partnership, KIAN undertook the redesign of locomotive brands belonging to the Raimbek group, as well as the design of visual concepts for new and promising company brands. During the process a solution was put forward that would further the advancement of the brand across Kazakhstan. A clear and bright identity was created for both the juice and alcohol ranges, aimed at various target markets. The innovative approach to the design of the packaging enabled the extension of the communication zone with the consumer and to separate the brand from competitors on the shelves.