While other local competitors are playing around with French motifs, we suggested this brand should have a local soul and grow on the Belarusian soil. By combining in the brand name “tsukar” (sugar in Belarusian) and “krama” (shop in Belarusian), we coined a new word! In the logo, drops of hot chocolate create a monogram with the brand’s first letter «Ц», and the logo-inspired pattern lands on the brand merch.

The brand has a Belarusian name and lots of love for Minsk. “Making sweet things to fuel the energy of Minsk citizens and their tender feelings for the hometown is a way to eventually become a sweet city legend” — we developed the brand mission. And the visual language weaves together sweet things and city landmarks and symbols: the illustrations depict the city hall, and the opera theatre, and the tram, and the Ferris wheel and even ducks from the central park, so every Minsker can relate.

These sticker illustrations are used to brand all different types of packaging, and the best thing is they can be arranged freely — get your own mix of “minskmood” moments!

The brand’s visual language has become an inspiration for a unique photo shoot, and special props were made according to our sketches. The wooden details echo the illustrations decorating dessert boxes, playing around Minsk symbols.

The photos were published to launch the brand’s Instagram page, and the elements of the brand identity are easily used to create designs for the feed, stories, reels and highlights — the brand book has all necessary for online presence.