The work spans brand strategy, portfolio architecture, identity design, naming, art direction, packaging design, website design and brand communications.
Sami-s-Usami (meaning ‘we are wise by ourselves’) is a new brand and range of products created by Umnitsa, one of Russia’s most trusted and progressive baby food companies, targeted to price-conscious, yet aspirational Russian mums.
“The Russian baby food market is rapidly growing and full of increasingly sophisticated international players,” said Pearlfisher brand strategy director Rory Fegan. “The challenge with traditional local baby food brands is they are functional, old-fashioned and lack taste appeal, and as a result they don’t generate the same engagement or trust as foreign brands.
“We identified the opportunity to create an aspirational, affordable and emotional brand for the under-exploited value segment which doesn’t play by the rules. We created Sami-s-Usami – a brand inspired by foreign design cues – to reassure mums and communicate baby food in a modern and navigable way. Sami-s-Usami puts baby food at the centre of the family’s attention and evolves the baby food world from protective and functional to playful, tasty and engaging.”
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