“Russia — shedraya dusha!” ®. Redesign of the legendary brandIn 2019, the KIAN brand agency redesigned one of the most famous chocolate brands in Russia. TASK To renew the visual representation of the “Russia – shedraya dusha!”® brand, having upgraded it to look more contemporaneous and pertinent and to maintain the same brand awareness.SOLUTIONThe main emphasis in the new visual brand concept is made on appetising, attractive product zones that form a noble and premium image of the brand. To highlight the product naturality and the quality of the ingredients used in the production, the product is shown in its natural form. To do it, the KIAN production studio held a single shot art photography session and post-processed 18 product compositions.The consumers highly appreciated the new design of the “Russia – shedraya dusha!”®* brand, marked the appetising appearance of the product and the premium design level. The products of the brand are already available in all Federal distribution networks.* Research: consumer online package test with a virtual shelf composition, Ipsos company, October 2019, 400 interviews, men and women aged 25-45. Trademark owner: Nestle Russia LLC.
