Premium grains «Yarmarka» — a unique brand in the Russian marketYarmarka Company has been an active player in the grocery market since 1995. At the point when Yarmarka contacted KIAN, the company did not have much potential to develop further due to the stringently fiercely competitive nature of the market-place, thus it was essential to design a clear marketing strategy and search for opportunities to further develop the company. A full analysis was carried out by specialists from KIAN in order to find prospective niches in the market and potential areas into which the company could develop, within the sub-premium segment of the market. The idea was to create a unique product range and bring to market something never seen before in Russia or the former Soviet countries. In order to fulfil this aim, an identity was created according to a minimalist premium style, providing an ‘open and honest’ packaging design, a simple font solution and a strong and powerful visual presence. The resulting product had a modern, bright and attractive image, allowing the brand to create a clear presence on the shelf, separating itself from the competition and thereby achieving healthy sales figures without the need for additional marketing and advertising support. The Platinum brand developed at a record speed: in the first year of its existence, during an economic crisis, Platinum achieved 30% of the premium grain market, having become the benchmark for competitors to look up to. The success of the Platinum brand vindicated the choice of area in which to develop the company. In order to strengthen the company’s position within a saturated market, a product line of dried mixture was created for the simple preparation of traditional dishes from various countries. A concept of a cozy café was chosen for the sub-brand, an idea which was developed in both the identity and name.As a result of the partnership with KIAN, Yarmarka Company went from being small local players to a company operating on a federal level.