The new 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.