Siberian Gurman - Discover SiberiaThe Siberian Gurman is one of the biggest Russian producers with a powerful manufacturing complex beyond the Urals. Since the establishment of the company in 1999, itsname has vouched for appetizing and easy-to-cook products. Therefore, in 2018, the company adjusted its strategy from creating the individual grocery brands to the strategy of the grocerybrands associated with the mother brand “Siberian Gurman”. The existing name of the company helped to use smoothly the upward trend of loyalty to the regional manufacturers over the past decades; and the resultant vector of the company’s positioning was the Siberian identity and extreme Siberian character - claim to fame, which is sewn up in its genetic code and makes it unique among the key competitors. To show this positioning, we have found a simple and, at the same time, strong solution, putting in touch Siberia, company, its development over the past years and its future with the Pilot star. A modern brand image has been created, reflecting the scale of the company through the scale of the used image and scale of the territory itself. In support of the visual solution, we have developed the strategic advertising slogan“Discover Siberia!”, and together with the identification system of the brand manufacturer, it has been integrated into key consumer brands as the high-quality mark and responsibility of the company for the high standards of its output products. The rebranding of Siberian Gurman Company, implemented within the framework of the strategic cooperation with the KIAN team, required a rethink of a diversity of the visual solutions in the company's brand portfolio. In the course of the complex task, new approaches have been developed for restarting the locomotive brands, which made them relevant to the new branded strategy of Siberian Gurman Company.The visual strategy of the “Velikosochnie” brand has been modified with a view to developing a flexible visual platform for further extension of the brand's product portfolio in the freezing segment. The marketing, grocery and visual strategy has been developed for the “Solncepek” brand with a proposal to introduce new unique products to the market. The tasks of developing new, modern visual brand identity “Zhara” have been solved within the framework of the company’s concerted strategy
