KIAN Group
| Contact: | Kirill Konstantinov |
| Address: | Zhukovskiy street, 102, office 1001, Novosibirsk, 630001, Russia |
| Phone: | +7 (383) 207 55 09 |
| Email: | info@kian.ru |
| Website: | www.kian.ru | www.kianworld.com |
Nestlé Gold – Cornflakes, Cereal Partner Worldwide (CPW)
The new premium image of the Nestle Gold brand was based on the minimalistic visual solution. The main visual anchor here is an exquisite and “delicious” image of the product that has become the brand’s pride throughout history. The clean and simple design, against the bright and patchy shelf space of this category, is the main advantage of the brand. It emphasizes that this is a premium class product. Nestle Gold’s new image, which was developed for the Russian Market, was highly praised by the brand team. The global management of CPW acknowledged it as a worthy example, which could also be implemented in other countries.
Petroglyph – Altai Wild Water
To create an international brand for bottled water from scratch; to develop marketing, visual and communicative brand strategies.
Petroglyph® spring water is sourced from the Altai Mountains, one of the most picturesque and energy-rich locations on Earth. The comprehensive approach applied has made it possible to position the brand on the basis of the unique geographic location of the water’s source. The Altai is a place of power and magical beauty, where numerous myths and legends have originated, celebrating the energy and magnetic attraction of the Altai Mountains.
The cold rock of the Altai Mountains remembers the hand of the primitive artist creating petroglyphs on its surface, the hoof of a horse from a caravan of traders who carried their merchandise along the Great Silk Road, the footprints of thousands of pilgrims and travelers who sought the legendary source of the empowering crystal-clear water. This image has been reflected in the brand name and was used as the basis for a unique visual concept, developed further in all communications, including the website petroglyphwater.com designed and developed by the digital subdivision of the KIAN Company. The unique shape of the bottle has been designed specifically for this project and its natural texture suggests the idea of organic materials such as glass, paper and stone. All of this has formed a noble and premium brand identity.
NÜH – New organic Pet Food Brand
Within the frameworks of the integrated strategic project, KIAN Team has analyzed the market, developed marketing strategy and brand imagery, created a brand name – NÜH. A unique brandpositioning has formed the basis for the brand image strategy.
The combination of emotive pictures of animals and nature to evoke the feeling of naturalness in the minds of customers has become the main idea of brand imagery. The concepts of quality and a natural product are supported by functional visual additions and communications on product packaging or media vehicles.
The developed image strategy is multi-purpose in terms of emotive and functional objectives of the brand. On the one hand, the proposed solution motivates customers to buy the product because of the emotional connection and makes the product to stand out advantageously from competitors; on the other hand, it can easily adapt to different formats of packaging and media vehicles.
The uniqueness and effectiveness of the new brand can be proved by the most prestigious award in an international contest of packaging design Pentaawards 2018!
Gogol mogol – soft boiled egg, for epda Competition
The Gogol Mogol brand was created by KIAN branding company for the European Packaging Design Association, who in 2011 were celebrating their twentieth anniversary. KIAN designed an idea for a new product, a creative brand concept and naming as well as the design of a packaging solution.
Gogol Mogol is an innovative product for those people who, despite leading busy and dynamic lives, pay attention to their well-being and try to maintain a healthy diet. The solution put forward by KIAN changes the consumer’s notions of something that would otherwise seem to be obvious and common-place. Now for your office snack you can have…a soft boiled egg!
The unique innovation for the Gogol Mogol brand is found within the dual functions of the packaging, which doubles up as both a container and a preparation device: by removing the protective string, you activate a ‘smart’ substance which heats the egg to the required temperature – after a couple of minutes, you have yourself a healthy and nutritious breakfast or lunch.
Members of the EPDA jury praised the ergonomic design and innovative approach to the creation of the Gogol Mogol packaging, and chose this project of KIAN as the winner of their anniversary competition, Design It Yourself.
Soy Mamelle – soy milk, for epda and IPACK-IMA
Description:In the spring of 2009, PDA and IPACK-IMA, the largest international exhibition in the sphere of packaging for the food industry, organized a joint project, «Design & Sustainability». The main aims of the project were to further the development of technology for the form and design of packaging, to increase ecological production and the effectiveness of packaging as a sales instrument.
This particular product is aimed towards people aged from 5 to 70 years old with lactose intolerance and preferring a natural and healthy diet. The basis of the task was to successfully put across the following message to the consumer: that milk from a vegetable origin is in no way inferior to natural milk from cows, neither in terms of taste nor in terms of beneficial properties.
KIAN designed the naming strategy, a creative concept for the brand, as well as the form and design of the packaging. Soy milk «Soy Mamelle» is a 100% natural product, a source of valuable protein and calcium, furthermore it does not contain cholesterol and actually reduces the level of it in the human body. The designed concept of the packaging form, reminiscent of a cow’s udder, gives the idea that milk from a vegetable source is identical to that from a cow.
Premium grains “Yamarka”
Company “Yarmarka” has been active player in the grocery market since 1995. At the point when Yarmarka contacted KIAN the company did not have much potential to develop further due to the stringently fiercely competitive nature of the market-place, thus it was essential to design a clear marketing strategy and search for opportunities to further develop the company. A full analysis was carried out by specialists from KIAN in order to find prospective niches in the market and potential areas into which the company could develop, within the sub-premium segment of the market. The idea was to create a unique product range and bring to market something never before seen in Russia or the former Soviet countries.
The resulting product had a modern, bright and attractive image, allowing the brand to create a clear presence on the shelf, separating itself from the competition and thereby achieving healthy sales figures without the need for additional marketing and advertising support.
The ‘platinum’ brand developed at a record speed: in the first year of its existence, during an economic crisis, Platinum achieved 30% of the premium grain market, having become the benchmark for competitors to look up to. As a result of the partnership with KIAN, Yarmarka company went from being small local players to a company operating on a federal level.
