CLIENT
Akimovsky Hleb Bakery in St. Petersburg

OBJECTIVE
To develop a logo and brand identity for the umbrella brand of premium artisan bread and retail chain of café-bakery pavilions, as well as pavilions design.

SOLUTION
The project is part of the strategic partnership to focus the Client’s corporate development vision for 10 years.
The artisan bread growth both in Russia and globaly generated this new product development project. The scope of the project included the target audience research and brand positioning carried out by the Agency.
According to the target audience, industrial bread is a harmful “empty” product of the food industry (the segment is showing a long-term decline). But bread is a core daily product for many families. Thus buyers try to find a healthy and tasty substitute studying labels and preparation methods, and choose artisanal “honest” bread.
The AH logo features a pattern of bread texture, which is always unique like a fingerprint. Only healthy artisan bread has such a rich texture. The irregular shape conveys manual labor, human touch and warmth, like in a child’s drawing.

Logo and stylish retail packaging for a premium instant chai product line
The INNERZEE cup of tea is the ultimate taste and high-end restaurant quality whenever you want it: in your office or at home. For people who seek inner harmony without compromising on pleasure.

Marketing goals:
To stand out on a retailer's shelf and communicate the taste and distinctive characteristics of the product line while demonstrating the variety of flavors. To become the leading brand in the segment.

Solution:
Minimalistic yet delicious look of the INNERZEE packaging facings with abundant colored side panels to highlight bright taste and variety of teas in the product line.
It definitely stands out on shelf and create a clean light block of a premium quality product.

Scope of work:
Strategy
Positioning
Logo
Packaging for 2 product lines
Food photography

Challenge: A sustainable business development strategy that ensures profitable growth

– Market analysis and research,
– marketing strategy
– positioning development,
– naming
– logo + identity
– TV commercial

Every year more than 150 young Russian and foreign musicians, who never met and seen each other before, get together in Moscow, where during 3 weeks under direction of highly professional team of coaches, prominent representatives of the Russian and European Arts, literally “from zero”, as a result of very intense trainings and active rehearsal process, they create 2 full-stage Productions, including stage design and accompanied by symphonic orchestra, which also each year gets created once again from the young instrumentalists came to the project.
Those Productions after are presented to the public on Chamber Stage of the Bolshoi Theatre, named after B. A. Pokrovsky (and after the end of Laboratory also on the other stages).

Goal:
To create a comfortable space for customers to put together complete breakfast, dinner & lunch with fresh baked bread & bakery. And to eat at the spot if needed.
Decision:
Bright pure colours, warm wood, and a mascot – Slice of Bread – who talks to customers and creates a friendly atmosphere.

– Logo & Brand Identity
– brand book

– design media
– Stores design concept: space planning, branded furniture and equipment, navigation system, personnel uniform, in-store communication, entrance