Miray is an ambitious new confectionery brand managed by Mos Pekar. Entering a highly competitive market saturated with well-established local and international names like Roshen, Yashkino, and Krember, Miray required a compelling visual identity and strategic branding to differentiate itself effectively.

Packaging Design:

Challenge & Solution:
Our primary challenge was to position Miray distinctly against confectionery giants by establishing an instantly recognizable brand image. Comprehensive market research guided us toward a unique visual strategy, specifically through the introduction of a charismatic mascot to foster emotional engagement and consumer recall.

Acknowledging the critical role of color psychology in consumer buying behavior, we deliberately selected a vibrant orange palette. While competitors predominantly used shades of yellow, our bright orange allowed Miray to prominently stand out on crowded retail shelves, triggering impulse purchases through visual attraction.

Result:
We developed a lively mascot—a cheerful squirrel symbolizing the brand’s energy and friendliness—quickly establishing emotional bonds with consumers. Complementing this, a distinctive logo featuring contrasting blue typography against vibrant orange packaging enhanced visibility and brand recall.

Our cohesive packaging design spanned an extensive product line, including marshmallow sponge cakes, brownies, Romni cakes, and Viennese waffles, among others.

Miray’s market debut was exceptionally successful. Within months of launch, the brand secured partnerships with 112 retail points across Tashkent, rapidly gaining consumer trust and steadily expanding beyond the capital.