Problem: Product from Kyrgyzstan: a series of dietary breads that do not contain sugar and yeast. At first, the product was produced practically without design (a sticker on a transparent bag with the name “Golden Ear”), it was invisible in the local market. High quality and competitive price pulled the product to the neighboring markets of Kazakhstan and Russia, where the lack of positioning and clear branding of the packaging did not give any chances to interest. It was necessary to name, change the type of packaging to closed (ease of transportation and safety), clarify the size of the loaves, total weight, a single design concept and a modern noticeable design.

Research: When researching the product and its capabilities, it turned out that bread with the inscription “Fitness” sold better, which slightly reveals the essence of the usefulness of the product (compared to classic bread) and went to a specific audience. A new naming was created, a dynamic logo (changing on packages), a packaging system with a simple round cut was thought out, a visual fitness series was developed, which over time expanded by creating additional useful additives: bran, oats, buckwheat, multigrain, etc.

Visual Solution: The design concept was a circle (round and the most convenient for manufacturers to cut on plain packaging). The “ball” that bounces across a series of packages on the counter creates an additional eye-catching effect. Together with super bright and fashionable shades, unusual for such a product.

The Result: A simple storytelling with sports characters (for active youth) especially attracted the attention of the new desired audience. The useful product has finally begun to conquer its audience both in the domestic market of the country and in new sales markets.