Zharim Myaso (Roasting meat) — an innovative solution for a traditional way of relaxingVirtex Company was founded in the year 2000. The story of the company’s development began with the production of liquid smoke. As a result of the gradual extension of the product range and the opening of new areas of operations, the company became the market leader in the smoked condiments for domestic use segment, as well as for meat marinades and products designed for use in the preparation of Korean cuisine.TASKIn 2013 Virtex Company contacted KIAN in order to undertake the complex audit and rebranding of a key company brand – 30-minute marinades for meat.A complex analysis of the situation revealed that the fundamental problem facing the brand was the absence of a clear communication strategy with the consumer. People simply could not understand what the product in front of them did, and how they could make use of it. Therefore the key task of the project was the creation of a brand which would display and explain all the advantages of the product to the consumer as clearly as possible. SOLUTIONThe positioning for the brand Zharim Myaso is based around the concept of expertise, i.e. the brand is an expert or master that will enable even the most inexperienced cook to prepare an extremely tasty meat dish. Whilst designing the visual concept for the brand, emphasis was placed on the preparation of Shashlik (a traditional kebab with tremendous popularity in Russia) and barbecued meat, since marinades are most often used when preparing the aforementioned dishes. Thus the brand carved out a key niche for itself and separated itself from competitors within its segment.The name and visual concept, as well as the structured design of packaging, were designed in such a way as to be as simple and clear as possible. In support of the brand being introduced to market an advertising campaign was formulated including outdoor advertising and communications at the point of sale. In addition, a promotional website for the brand was created as part of an online campaign.