Soldis Communication creates visual image for a new umbrella brand of Galaxy’s dairy products MilkTime. The Agency has developed the brand logo and package design of the brand’s pilot product – drinking yoghurts of 4 different tastes.

MilkTime yoghurts are aimed at active, social and financially independent women. Health giving and well timed food is a part of their lifestyle. That is why these are stylized illustrations of their day pastime – riding on a good car, dreaming of a trip to exotic countries – which formed basis of the new brand image. Bright food illustrations which are so common for the yoghurt category gave place to small high quality pictures of the product at the package’s bottom. They help to show and differentiate tastes.

Even the bar-code was creatively worked over and decorated with leaves and branches.

«As to the logo, it resembles the clock in its form and thus communicates the brand’s USP: each product of MilkTime is specially worked out for a certain time of the day, which increases their health giving qualities» – says designer Pavel Konyukhov.

Soldis Communications conducts restyling of Tchaikovsky vodka brand for Vremena Goda trade house. Tchaikovsky is a brand with 10 years’ history on the market. It has a pool of loyal adherents and its new visual image was to keep their commitment and help win more of the market share.

People of style but conservative in their ways are Tchaikovsky’s target audience. That is why the agency worked out a modern image but preserved brand’s characteristic traits. Back side of the bottle is now decorated with scenes from the Swan Lake ballet, made by frosting on glass. The logo became easily readable and the overall design most up-to-date.

Soldis develops design concept for a new product group on the Russian market and a new SKU under Barrier brand – shower filters Barrier Comfort. As the Russian consumer is not well acquainted with shower filters, the main function of the design concept is not only to attract attention but to explain the way the filter works.

«The design concept developed by Soldis’s experts vividly shows how the filter is attached to the shower and describes the benefits from its usage – protection against chlorine and allergy for the sake of smooth and healthy skin» – says Marina Gaskova, Soldis’s strategic planner. The new brand is expected to be very popular among women who take care of their health and beauty.

Soldis Communications accomplishes the development of Mario Pizza brand image and the restyling of Fantasia and Stradivari pizzas of Provisia umbrella brand for Talosto. Soldis managed not only to inspire the brands with a modern look, but also to visually differentiate products of mass and middle price categories.

Mario pizza is aimed at young and socially active people, who like to converse among friends, go out and attend cafes and cinemas. For them Soldis worked out the “Mario’s” trattoria design. It makes an impression that pizza is placed on a red-and-white trattoria style tablecloth under an Italian type sunshade. The pizza image itself conveys the impression of a freshly made mouthwatering product.

Fantasia pizza target consumers are less attracted by the design and pay more attention to the ingredients and the representation of the product. That’s why Fantasia design is more “to the point”, it does not have decorative and diverting elements but concentrates at the pizza and filling’s picture itself. This work required most scrupulous food styling and photographic works.

The largest spirits and water manufacturer of the Southern Russia Mercury company celebrates the 10th anniversary of its leading brand Zvezda Ulugh Beka (The Star of Ulugh Bek). With the help of Soldis Communications Agency Mercury has executed the brand’s redesign aimed at noting the anniversary, updating the brand, outdoing the federal brands which have been recently entering the local market, and at entering new regions themselves.

The new design was to lose much of its southern character, to become more universal, but still remain recognizable. This aim was achieved through tackling the star theme introduced by the brand’s name. As Ulugh Bek, the sultan of Samarkand made up a fundamental celestial map and an observatory, the brand’s label was decorated with the star map and executed in blue and white colors. Anniversary addition was also provided with a foil constellation map and a story of Ulugh Bek’s life.

Bolor is the leading vodka brand of Mongolia produced since 1981 and a traditional supplement to every high party reception of the Soviet times. In spite of high brand recognition, Bolor’s market share is suffering a decrease due to the competitors’ activity. The new design is to restore the brand’s leadership.

The new design’s aim was to reattach this audience while attracting a new younger one. Hence, the new design was to stand out of that of the competitors’, to be up-to-date, and premium.

The etymology of the word “bolor”, which is translated as “crystal” made up the design’s basis. A sparkling diamond is associated with purity, high-class living, and stability.

The restyling of Erool brand of Mongolian APU company was aimed at updating the brand’s visual image, making it more attractive and competitive, while preserving Erool’s individuality. Erool’s most recognizable image is the icon of «morin hoor» – the peghead of Mongolian national musical instrument, which was preserved in the new design. Blue colour, which is sacred for the Mongolians, forms the basis of the new visual concept. The logo became more up-to-date, and the overall design is now bright and dynamic, which is to secure the modern nature of the brand. Traditions and modern graphic design unite to make up an integral brand image. Erool - is a piece of icy lake in a heath covered with snow.

Soldis Communications Agency has finished the restyling project of Tolstiak beer brand for SanInBev company. The restyling was aimed at updating the brand’s visual image and altering the main character Tolstiak (literally a fat man), who looked like a 19th century hero, showed no motion and whose character was not clearly defined.

Soldis created a character which easily communicates the brand’s spirit: cheerfulness, kindness and easy going temper. The new Tolstiak is a “one of the lads” of the party. His features and manners are becoming to the target audience - 30 year old men of family and average income, optimistic and active.

The idea of high quality of beer was communicated through the label which resembles the Federal Quality Mark in its form. Colour coding parallels the new design with the old one and provides for differentiation of various tastes in the product line.

The Soldis Communications Agency conducts restyling of Nordic flakes and porridge packaging for Raisio Nutrition company. The redesign is aimed at strengthening the brand’s market position.

The new design communicates that Nordic products are fresh, good for health, natural, and transmit good humour. The package graphics show the preparation time and taste variations within the product line. The design elements of the line have been unified.

Every package displays recipe, specially worked out by the chef of the Finnish embassy in Russia Jarmo Ojala for that particular taste.

“The restyling by Soldis resulted in mouthwatering product illustration area, and a quality new brand representation”, - comments Nikolay Budanov, executive director of Soldis Communications.

The restyling was aimed at strengthening the brand’s market position and attracting the customers’ attention to the new SKU – small sized and fully natural dumplings “Little Sam Samych”.

Soldis Communications succeeded in updating the design concept, making it laconic, and bright, that would help the brand to stand out of the competitors. The brand’s logo is now easily readable and executed in an up-to-date technique. The closed pose of the character was changed to an open and friendly one.

“Little Sam Samych” brand is aimed for the children as well as for the adults. The schoolchildren in their parents’ absence often cook by themselves. “The difficulty we came across while developing the “Little Sam Samych” design was to add up the children’s styling while preserving high brand’s recognition”, - comments Maria Gaskova, marketing manager and strategic planner.

The idea of the brand’s 100% natural ingredients and excellent quality is transmitted by means of a specially developed billet and leaf-green background.

In order to rise its standings in the medium segment Talosto Company decided to renovate its “Masteritsa” brand of quickly made pancakes. The renovation was to attract attention to the high quality and naturalness of the product’s ingredients, to use the innovative design of the packaging, and to provide for differentiation of various tastes in the product line.

The idea of high quality of the brand is transmitted through light color variations and vivid product illustrations. To personalize the brand we created the brand’s character – “masteritsa” (a handywoman), who is about to serve hot pancakes to her family. The rounded corners of the logo’s type also support the homey atmosphere, created by the brand’s design. Special information billets testify the naturalness of the ingredients.

High-quality food photography makes the differences in the ingredients clearly visible and pancakes’ types easily recognizable.

Wimm-Bill-Dann company commissions Soldis Communications to create holiday package for its Morand truffles. The new design is to support winter and spring sales.

Morand truffles are made of fresh cream and high-quality dark chocolate according to traditional French recipes. Package design was to point out the brand’s positioning, create lively welcoming atmosphere of spring holidays. Design was to transmit such qualities of the brand as refinement, classical style, elegance, solidness, and prestige.

The client’s requirement was to leave unchanged the «Morand» logo, product type signature “Truffes” and the brand’s basic claim –“Truffles made of fresh cream”.

“My aim was to reflect refinement and aristocracy of the brand. Airy patterns go well with graceful graphic design. All light and romance! Poetry, aesthetics, and excellent taste unite to make you fall in love with the brand” – comments designer Tatiana Rosliak.

Holiday atmosphere is transmitted through fancy ribbon, patterns, tecret, and a card with an extract from Michel Polnaref ‘s song “All boats, all birds”, 1969. “Poetry is to bear associations with love, spring and romance. As indirect rhyme and love tension are characteristic of French poetry, and we needed a few succinct lines, we composed a short original rhyme” – tells Elena Belova, Soldis Communication’s leading copywriter.

LLC Bolshevik, one of the leading Russian confectioners and sweets distributors, commissioned Soldis Communications agency to undertake the restyling of its Tornado biscuits brand. The brand needed a modern and readable logo and customer oriented design.

Our main aim was to “cure” Tornado’s package. Its logo was hardly readable, the biscuit and its fillings did not look good or natural. The package was to give the idea of an excellent, fresh and mouthwatering biscuit inside, - comments Marina Gaskova, strategic planner at Soldis Communications.

The new Tornado’s package was to reach female comparatively low–income target audience of 35-44 years old. Such women appreciate homemade food and buy biscuits for their family and friends at work. They do not see much difference between brands and chase not for brands but for tastes, that is why Soldis’s designers paid much attention to the images of the product itself and its fillings’ descriptors.

Design studio director Dmitry Karpov comments: “We managed to combine brand’s key visuals familiar to the customer with innovative photorealistic graphics. This camera work has plenty of nuances: light, shooting angle, arrangement. Playing with these devices we add texture, create light shadows, and achieve natural look. We proceed by harmonizing image elements by computer graphics work. We highlight product’s strengths through emotion-giving packaging”.

Realistically-looking and quality images of fillings contribute to the idea of quality and healthy product. The idea is also communicated through the leafy background and a special billet: Contains natural Jam. “I am convinced that there is nothing more attractive than natural simplicity”, - says Dmitry. “Add more natural savours and this will work! Nature is the best source of inspiration”.

The new design created by Soldis fully transmits the brand’s motto: Tornado is a slim natural product that just melts in your mouth.

LLC "Rus Food Management" assigned Soldis Communications Agency to undertake the redesign of logo and packaging of its frozen products' (vegetables, mushrooms, berries, mixes) brand "Kraski Leta"(literally "Summer Colours"). The new design is to fit in with the product's motto "Get Good Humour and Be Healthy."

The choice of deep red as core colour is based on the Russian perception of red as a trim and festive colour. Moreover, "red" in Russian is phonetically and semantically close to the word "beautiful" and the brand's name "kraski"- colours. Colour mix also adds to the festive, summer impression.

The brand's target consumer is a woman of 25-50 years old with average or above the average income, mostly a city dweller. She needs a quickly cooked but healthy meal.

The new packaging transmits both summer impression and the notions of quickness and health-giving qualities.

«We managed to place images of naturally-looking products within bright colour setting, which serves an eye-stopper and differentiates the product from its competitors. Soldis's designers also managed to communicate positive emotion and the idea of natural and fresh ingredients comprising «Kraski Leta»», - comments the project's art-director Irina Murzina.

Winners of the Brand of the Year 2007 were made public Monday. Barrier and Cote D'Or, both Soldis's clients, gained first prise in «Health and Personal Hygiene» and «Successful New Launch» categories correspondingly.

'Soldis Сommunications contributed a lot to the victory of our Barrier brand. Complex restyling of its packaging conducted by Soldis in 2007 proved successful', - says Andrey Voynov, «Mettem Technologies'» marketing director.

New visual concept created by Soldis for Barrier water filter preserves high product recognition and has vivid distinctive traits, putting its design aside from that of the competitors.

'Overview of the competitive environment's poor design encourages invention. While creating the new look we combined in-studio photography with natural aesthetics. We experimented with water and reflections, we tried to convey the feeling of natural genuine purity', - says the project's art-director Alexander Orlov.

Our creative efforts resulted in a modern and nonconventional package. Every type of filters was marked with its own dominating colour and its own flower - that is to bring up associations with natural qualities of water filtered.

As far as the brand's logo is concerned, to preserve the brand-name recognition it was decided to leave the logo almost without change. The old logo is now put against a blue billet with round corners which makes its look most up-to-date. Among the brands' USP are interchangeable cassette's unprecedentally long working life, cassette's change indicator and others. USP descriptions' billets also have round corners.

Barriers' package also bears an illustration of NanoPlus filtering technology which gives a clear understanding of the filtering process.

Eventually restyling conducted by Soldis Communications resulted in a high quality package for Barrier brand. The package informs the consumer on the product's functional qualities and special features, and communicates the brand's positioning - «Barrier stands on guard over your health».

Among the main aims of the project were to redesign the brand's visual image and logo, and to develop package design-conception for the new product.

Flakes and pillows “Na Zdoroviye” are tasty and healthy, they are ready for eating, and quickly prepared.

The target audience of the brand are people, who take care of their health and do their best to look well and have a nice figure. They are mainly citizens with first or secondary education, who are anxious to live an active life.

The Agency was to communicate the new design-conception, the renewed positioning of the brand “Na Zdoroviye”, to highlight the fact that this product is not a confectionery (like it's interpreted by majority consumers, by statistics only 13% consumers used it as breakfast), but belongs to category of healthy and fast breakfasts.

The Idea of light and healthy meal is communicated through the logo’s light graphics, and package recognition on the shelf is established by its color decision. Special attention was devoted to the product zone design. Finally, it's appearance clearly differentiates flavors within the product line, stimulates consumers to choose “Na Zdoroviye” by pointing at the product's fast cooking characteristics.

Work group:

Kunzevo:
Project manager – Elena Lashukova

Soldis Communications creative group:
Project cheif –Karpov Dmitriy
Art-director– Shemiakin Dmitriy
Replication –Murzina Irina
Prepress – Popadenko Vladimir
Project manager—Kuznetsova Alena

A large-scale project to expand the Ehrmigurt product line was followed up by the establishment of a series of drinking yogurts. This is a new and fast growing market segment, and it was very important for the customer to draw as much attention as possible to the specific properties of the product, such as its healthiness and suitability to use “on the go”.

The core of the target audience is represented by women aged 25-45 with average and above income. They take good care of their families, value warmth and trust in relations, strive to pamper themselves and their families with sweet nothings, and value dynamism in their lives. Most often, they buy drinking Ehrmigurt for themselves and their children.

The updated design concept communicates key properties of the brand, such as modern nature of the packaging and optimistic nature of the brand and joy of using a tasty beverage. The name of the producer in the logo unit was printed in smaller font in order to give more space to the brand name; the product illustration area now more clearly communicates the idea of purity, freshness and naturalness of the ingredients. The background color is blue, since blue is a light color. In addition to that, the signs indicating the lack of preservatives and fat content have acquired more of a visual appeal.

Natalia Alipkina, head of the project from Ehrmann, says that the winning design concept of the packaging in conjunction with the entire range of the marketing communications has secured a rather dynamic entry of Ehrmigurt drinking yogurts on the market in many Russia’s regions. According to her, the consumers have positively accepted the novelty, and the sales of the brand have good growth dynamics.

In 2006, Pharmonyx, one of the leaders in the area of provision of business management services on the pharmaceutical market and the Russian consumer goods market, turned to Soldis Communications in order to create its own household chemistry product line.

We began the work on launching a new trademark on the highly competitive market by conducting quantitative and qualitative studies. The studies showed us that there is a comparatively small, but active group of perfectionist users, namely, women of 30-50 years old with an average or high income level not satisfied with the quality of the all-purpose widely advertised household chemistry products; therefore, they readily use the higher quality, more expensive and specialized trademarks.

Next we identified and systematized the demand factors and decision-making process about the purchase, and also estimated demand for the potential product items, and developed the optimum assortment matrix of the brand.

The analysis of the communicative platforms of the competitors came next. The information we gathered formed the basis of the communicative strategy of the brand, within the framework of which, we have formulated trademark’s positioning, which meets the interests of the Russian female consumers, basic communicative message, which reflects the ideas of perfectionism and German pedantry, as well as the creative concept of the advertising campaign, which became the basis for the development of all brand communications.

In accordance with the developed strategy, the communication focused on the visual, but at the same time stylish and refined demonstration of the product’s functional properties. Each of the advertising images uses a simple and clear message to let the potential consumers know about the advantages of a specific product and inform about the brand’s product line as a whole.

The design concept of the product’s packaging developed in accordance with the general communicative solution and with due account taken of the users’ wishes contains a very detailed accompanying information about the brand, helping the customers understand the unique features of each product.

Hygiene Kinetics, producer of hygiene products, decided to expand its brand portfolio and gain new market positions by way of developing products for critical care.

As of the beginning of work, the market of these products was represented by a number of major players. Therefore, there was need to develop a strong brand with outstanding individual features. Working on the new product, Soldis has developed the positioning, the name, and visual image.

Upon completion of the studies, they have identified the core target audience, namely, relatives and nannies, who provide care to bed-ridden patients and people with limited moving abilities.

During the next phase they have developed the brand positioning – a dependable, understanding assistant to those who are left one-on-one with their problems and grief.

The name “Tereza” has favorable semantics, which gives rise to an association with a person, who is there to provide empathy, cheer up, and help to take care of the sick person.

The design concept of the brand is implemented in a calm abstract style. Product visualization was replaced with a figurative image of a leaf within the outline of a heart. This decision was taken after the studies of consumer preferences regarding the visual image of the brand. The concept of the packaging instills calmness, appeasement, and confidence in one’s own capabilities. Fresh green foliage lit by the sun placed in the center of the packaging sets Tereza apart from its competitors with clearly “medical” design.

The product line is represented by three merchandise items: diapers for adults, disposable sheets, and wet wipes.

Tereza has strong emotional properties, laconic visual image and a name, which accurately reflects the positioning.

Having studied the potential of the Russian chocolate market, Kraft decided to launch a new line of Alpen Gold specifically for the lovers of dark chocolate.

The Agency faced the task to communicate, using a visual approach, the exquisite taste of the product and its outstanding properties. They have developed the design concept of the packaging and a creative solution to promote the new product based on the brand’s communication strategy.

The target audience of the new line of Alpen Gold dark chocolate includes working women and men of 20 to 45 years of age. They have families, are rather active, and manage to take care of a lot of things, striving to be successful in all their endeavors. The taste range of the new Alpen Gold was built on the basis of the studies of consumer tastes, giving rise to three new tastes: hazelnut and crispy waffle, mocha, orange and brandy, as well as a new packaging for the existing “dark chocolate” item.

The design concept was built on the communicative platform of the Alpen Gold brand reading as “When You Crave Chocolate” and is a continuation of the image updating effort. The concept is indicative of the mouth-watering nature of the ingredients, which give rise to an irresistible desire to try Alpen Gold, which is known for its wide product range and excellent combination of chocolate and fillings to die for.

The need for restyling was due to increased competition on the Mongolian market of strong alcohol beverages. The goal was to create a new, more contemporary visual image communicating the improved product quality and its outstanding individuality.

he studies identified the target group of the brand, namely, young men with steady income. They are goal-oriented and love their work, they can afford to spend time relaxing, respect ethnic traditions, and show preference for domestic alcohol.

Altan Turuu stands for “golden ear of wheat” or “winner” in Mongolian. The design concept is based on the idea of genuine Mongolian vodka for those who are used to win. The bottle of Altan Turuu is literally exuding the national spirit appealing to competition, which is so developed in the Mongolian men, and goes from generation to generation. Scattered ethnic patterns that decorate the bottle and an aesthetically pleasing shape of the glass are indicative of high quality of this vodka distilled in line with ancient recipes and using high-tech equipment.

The updated visual image has become more popular in the light of the latest trends in the vodka segment of the Mongolian market. It gives a better idea of the brand’s price positioning and addresses the target audience using familiar and favorite images.

Cadbury Selection and Aqua Minerale Active brands win gold. The SoBe brand is awarded an honorary diploma.

Cadbury Selection is a premium class candy made by Dirol-Cadbury. The design concept of the packaging reflects the idea of a genuine royal chocolate, which is transferred to the consumer by way of heraldic symbols, fonts made by press gilding with embossing, and thoroughly worked product illustration area. The Cadbury Selection packaging stands out on the shelf and is different from its competitors by the original shape of the box.

Aqua Minerale Active – the new brand of flavored drinking water on the Russian market – is another prize winner. The energy and dynamics of the logotype, fonts, and ergonomic shape of the bottle, as well as the natural purity reflected in a splash of water and smooth outline of the design, appeal to the sports nature of the brand and positions it as a product for people with active lifestyle, who take good care of their health.

The visual image of the SoBe health drinks attracted attention of the jury by its stylish and laconic implementation. The design concept has nothing redundant in it: Vivid color identity and ergonomic bottle shape communicate dynamics and expression, whereas the transparent glass is indicative of the naturalness of the product and serves to differentiate the tastes of different SoBe drinks.

The ProdExtraPak-07 Contest is held as part of the international PRODEXPO Exhibition. The jury includes I. Smirenny (head of the jury), General Director of the Center for packaging, Labeling and Design and editor-in-chief of the Tara i Upakovka (Containers and Packaging) magazine; A. Boyko, Chairman of SubCommittee for Packaging Industry Development at the Russian Chamber of Commerce and Industry; D. Zakirov, First Vice President of Interregional Association of Printers; Ye. Kautz, Deputy General Director/editor-in-chief of the Food Industry Publishers; A. Oktyabrsky, designer, member of the Moscow Union of Artists and Russian Union of Artists; V. Pugachev, General Director of the UNIPACK.RU industry website; V. Runge, Vice President of the Union of Designers International Association and Ph.D. in History of Arts; N. Rumyantseva, Head of a Department at the National Confederation of Packagers.

The restyling effort was called to emphasize the idea of the authentic Ceylon tea, give it more expression, and meanwhile preserve the recognizability of the trademark.

Currently, the core of the target consumers includes men and women of 35-40 years of age with an average income level. They are wise, moderately conservative, and enjoy nice conversations at home over a cup of real Ceylon tea.

In order to retain the loyalty of the target consumers and attract new consumers, the new brand brings together the brand’s recognizable features and modern style of presentation.

The design concept makes the consumers nostalgic and returns them to those times, when family celebratory meals were unthinkable without a soulful tea party. The Indian nature of the brand lives in each element of the concept: in the image of the marching elephants, in the heraldry and the mythical outlines, implemented in gold stamping and embossing, and in the mysterious texture of the background.

The performed work gave the concept a vibrant sounding of Indian motives that are so much loved by the target audience of the Batik tea, and will put the updated brand apart from its competitors.

In 2006, Soldis Communications restyled the Barkhat candies’ packaging for Kraft Foods.

The Barkhat candies with alcoholic filling appeared on the Russian market in 1998 and are among the most popular boxed chocolates.

The target audience is represented by men and women aged 35 and above with average income level. They enjoy nice conversation and easily find occasions for throwing a party with friends, they go to see each other and give gifts to each other.

The Soldis Communications Agency faced the task of developing a modern packaging design that would reflect the atmosphere of friendliness and festivity. The design concept also took into account the finishing of the product illustration area, which implied taste differentiation and alcoholic fillings’ visualization.

The new packaging does a great job of emphasizing the name of the brand and its high quality and saturated taste of the product, making the customer want to try the Barkhat candies.

The launching of the new cognac brand is in line with the market trend for improving the demand structure. Less of vodka is consumed, whereas the consumption of cognac, wine, and beer is on the rise. Soldis was called to create a design concept that would form the image of a traditionally conservative product built on classical cannons of the cognac design.

The target consumers include men of 30-45 years of age with average income level, typically represented by the characters of such series as Streets with Broken Lamps. The specifics of the behavioral perception is not “to drink a lot”, but “to drink a little with gusto”.

This concept design is interesting due to blending of traditional cognac brand elements, such as color, graphics of the fonts, produces a new recognizable image. A cardboard box is available, which makes Slavyansky a perfect gift, which expands the area of demand.

Soldis Communications was faced with the task of developing a design concept and shape of the packaging for this premium innovative health drink with natural components.

The studies have established that the Russian market of soft drinks has a niche for natural health drinks of premium class, which has so far remained vacant. Studies of the international market helped to identify a great potential of drinks with the use of natural ingredients.

The target audience of the product includes men and women of 25 to 40 years of age with higher education and steady income. They have interesting, highly paid intellectually demanding jobs. They are energetic, advanced people, who follow the latest fashion, take care of their health and beauty, and are in favor of the healthy lifestyle. They are successful; enjoy high intellect, value their individual identity, have a clearly defined attitude in life, and are prepared to pay for the style and quality of the products that they consume.

Special attention was paid to the development of an ergonomic shape. The recesses on the bottle made in a special relief invite the customer to grab it.

The overall stylistic solution of the packaging is laconic. A special emphasis was placed on the identity area: a large space was dedicated to visualize the name and the logotype. Since the Sobe drinks have a rich taste range, which is different in color, they have come up with a see-through glass bottle.

The blue and red colors were chosen as color identity for the cup and fonts, which speak volumes about the nature of the brand: its vividness, expression, dynamics, and energy. All inscriptions on the bottle are made using the stencil screen printing on the glass technique, which imparts a sensation of lightness to the packaging.

The work resulted in a modern packaging, whose design concept neatly reflects the brand characteristics: premium product, which is good for health and is fully made form natural ingredients.

The "SoBe" drink has five assortment positions: health-enhancing Classical Health Elixir, stimulating Elixir of Strength, strengthening Elixir of Longevity, and invigorating Elixir of Freshness, as well as a calming Elixir of Harmony. Sobe will be available at the supermarkets and fitness clubs at a price of approximately 50 rubles for a 0.25 liter bottle.

The Lentiay brand was developed by the Soldis Communications Agency for Raypotrebkooperatsiya, which is part of the RusFoodManagement Company, and was launched on the market in early 2008. As of the first six months of 2008, the sales of the new product have been doubling on a monthly basis.

The Company explains the success of the novelty on the market by a set of measures, including state-of-the-art production technology, established distribution channels (the Company has engaged in distribution for over 10 years now), meeting the customers’ demand in terms of taste, expert branding, including identification of the market niche and development of a design concept, which fully meets the expectations of the target audience.

The core of the target audience includes young people with an active lifestyle, who value their time, with average and above average income level, most of whom are not married.

Based on the information about the target audience, Soldis Communications has developed a trademark and a design concept for three types of Lentiay trademark. The packaging design that is reminiscent of a microwave oven, which invariably associates with speed, modern times, and comfort, has become the general creative solution to convey the idea of convenience, fast cooking and top quality of the product. The “light panel” accentuates the minimum amount of time needed to prepare the food, while the “keys” remind of the additional advantages, advanced technologies, and the functional characteristics of the product. The original design solution naturally brings out the product illustration area, emphasizing the naturalness and impeccable taste of the product, which pushes the right buttons of those who love home style cooking. At the same time, the overall austere, laconic and appetizing design is an ideal reflection of the key values of prospective customers, is compatible with their outlook on the world and buying habits.

Lentiay represents high-quality fast food. The brand is innovative, because the consumer gets the main dish and a side dish in one packaging. The recipes and tastes used in Lentiay products are time-tested, familiar and loved by the Russian consumers since childhood, and include Beef Stroganoff with Mashed Potatoes, Pasta and Goulash, Azu with Rice, and Pilaf.

According to Svetlana Savenkova, manager in charge of trademarks at RusFoodManagement, the creation of the ready-to-use dishes under the Lentiay trademark, is due to the ready-made foods market growth. The shortage of such products makes Lentiay an interesting investment proposal. According to experts, the ready-made food market might reach 3,000 metric tons in 2006. The market growth trend remains rather high at 30-40 per cent a year. The main idea of the marketing strategy for ready-made foods is to win the Russian market by way of building a strong trademark in the medium price segment. The strategy of choice proves its effectiveness: the Company’s sales have significantly exceeded the market growth since Lentiay had been launched on the market.

Currently, the new brand sales double monthly without any media support, which means that the design concept of the packaging is winning the competition.

The Soldis Communications Agency faced the task of developing a design concept and an original shape of plastic bottle for an innovative product, which would reflect the preferences of the target audience, i.e. young people leading an active way of life and focusing on their health.

According to the studies, the market of bottled water has come of age. In order to meet the additional needs of the target audience the company decided to furnish the new product with flavor. It is also consistent with the new trend of healthy lifestyle: Aqua Minerale Active has vital vitamins. In order to boost sales through wider range of products, they decided to focus on the most active part of the consumers – young people, who drink water “on the go”. This is where the so popular 0.6 l format of the bottle comes from: This amount is enough to quench thirst and convenient for carrying around, fastening to a bike or an exercise machine.

They have designed a unique cap and a convenient sports-like shape of the bottle specifically for this brand. The tapered part of the packaging fits the palm, whereas the twisted lines of the design create associations with the motion dynamics. The plastic has an Active logo debossing relief. It is implemented in a special style inherent to sportswear or attributes of active recreation. The idea of mobility is put in the energetic way of presenting the Active logotype on the label.

Active is a follow-up to the Aqua Minerale product line. PepsiCo already has had success working with the Soldis Communications Agency when it was launching water meeting additional needs. The previous novelty, Aqua Minerale Beauty with the natural extract of Flavocene was called to take good care of health and youth of skin. The development of the Beauty design concept was also done by Soldis.

Stepping up the work on water brands is due to high level of competition on this market. According to PepsiCo, the bottled water market ranks second in terms of amount among other soft drinks, such as water, juices, etc. In 2005, its consumption per person was almost 20 liters on average, which was almost one-third of all consumed soft drinks.

Utrenneye cookies by Bolshevik have good brand awareness on the Russian market, so the Agency was to further strengthen the brand’s market position and attract new customers. The brand’s target audience includes women of 25-45 years old with children. They eat cookies for breakfast, give to the children, and take to work.

The new design was to secure modern nature of the brand and make it more dynamic. It was vital to highlight the product’s health-giving qualities, provided by vitamins, natural honey, and cereals.

The dynamic and contemporary nature was communicated through the redesigned product illustration area, modern bright fonts but less bright sunlight of the background. The health giving qualities were made clear by putting the illustrations of the cookie’s natural ingredients at the forefront, photorealistic illustration of the product area, and a sign saying: “Utrenneye fills you with energy. It’s ideal for the while family”. The new design is for the young and for the active!

The restyling was conducted as part of the work to attract new, more modern and less conservative, customers in addition to existing stable target audience, and also to retain the loyal customers. The visual image was to reflect the updated positioning of the brand, highlight the product and its ingredients, and also clearly differentiate each item of the product line.

Currently, the brand’s target audience includes married women aged 35-50, mostly traditionalists, who value home style cooking and prefer products sold by weight. The restyling effort focused on attracting more modern buyers, mostly represented by women of 25-35 years of age with average income level. They follow traditional life values, take good care of their reputation, and prefer natural products and healthy food.

The use of the Russian nature motives communicates the idea of a tasty and healthy product made from natural ingredients, which, like the morning sun, charges with energy and lifts the spirit. The organoleptical and emotionally charged image of the product invited to try the traditional taste in modern format. The concept of Yubileyny visually transmits the difference between the tastes, highlights the brand on the shelf and among its competitors.

In September 2007, Kraft Foods launched a new brand of Cote d'Or premium candies on the Russian market. The structure and design of the packaging were developed by the Soldis Communications Agency. The Agency faced the task of creating a concept of packaging, communicating to the user the brand’s high status and premium nature.

The Cote d'Or target audience includes modern people aging from 25 to 35, who live in large cities and enjoy high levels of income. They have the European lifestyle, they know that the European products are of high quality. They love to indulge to their desires and choose candies, which emphasize their taste and status in the eyes of other people.

The premium nature of the brand is emphasized using such stylish elements of the design as gold stamping, Cote d'Or logo made using the method of selective varnish, and beige and brown color range. Special attention was paid to the image of a candy, which adds refinement and premium nature to the packaging, and speaks about the highest quality of the product. For the Cote d’Or packaging we have developed tailor-made structure: sliding containers, in which each candy is located separately emphasizing its uniqueness.

The Cote d'Or chocolate candies represent a unique blend of milk chocolate, tender two-layered filling and crispy wafer roll covered with bitter chocolate. They were created by the Belgian chocolate makers to give you the moments of sweet life!

Find out the best in life with the Cote d'Or candies – the taste of sweet life!

Working Group:

OOO Craft Foods Rus
Marketing Director - Ulia Isdale
Group Brand Manager - Yulia Dubenskaya


Soldis Communications Creative Group:
Head of Design Studio - Dmitriy Karpov
Art Director - Andrey Nadvorskiy
Designers - Dmitriy Shemyakin, Irina Krasnoperkina, Konstantin Dvornikov, Aram Mirzoyants, Irina Murzina
Food Styling - Alexander Orlov
Prepress - Sergey Bolshakov, Svetlana Rodina
Account Manager – Marianna Kuznetsova