Taxi Studio has worked closely with Mars Wrigley owned brand, Korkunov creating and crafting a new brand expression that captured the very essence of premium. Everything, including the chocolates themselves, was part of this delectable brand evolution.
In its 20 years of existence, Korkunov has defined the standards in chocolate gifting, and its pralines have become synonymous with exceptional quality. But in recent times, the category has evolved – and premium definition has changed.
The brief was to help shift the perception of Korkunov from being the go-to gifting product of choice to Russia’s leading chocolate brand. In doing so broadening the occasion for the brand and providing the platform to set the standards for Russian Chocolate for the next 20 years.
“In tandem with Taxi Studio we faced a number of challenges. Firstly, we needed to elevate the quality perception of our brand, and in doing so cement our premium Korkunov credentials. We also wanted our new visual concept to embody a sense of Korkunov being a gift for ‘the ones who matter. We believe the new design captures the product’s quality standards to the full extent” says Yana Donmez, the Director General of the Odintsovo Confectionary Factory and Mars Wrigley Russia’s Marketing Director.
As with any brand rejuvenation, respecting the past was essential. A reimagined and reinvigorated colour palette not only delivers stand out and recognisability at shelf, but also aids with range navigation, whilst special care and attention was paid to one of the brand’s most ownable elements, the ‘K’ mark.
By carefully crafting, refining and underlining the core property of the brand, not only was a more contemporary visual identity of the brand developed, but a renewed sense of quality was injected. Serendipitously, both the Russian word for quality – kachestvennyy – and the brand name itself begin with the same letter. This permitted parallels to be drawn with the brand expression – ‘quality always starts with a K’.
“Taxi Studio has taken care to integrate elements from the history of the brand and wider-Russian culture, resulting in a brand that feels familiar yet transformed, with a beautiful and elegant range of packs each containing exquisite detailing.” quoted Richard Walzer, Principal Design, EMEA of Mars Wrigley
In addition to reinforcing the distinctiveness of the brand, an increase in consumer demand for personalisation was catered for with customizable elements. And with a growing list of products both developed and, in the pipeline, careful consideration for how the new brand expression was applied across the existing product portfolio was required. The result? A harmonious product portfolio united by quality credentials.
And Richard concludes “It has been a pleasure to collaborate with Taxi Studio on the re-brand of Korkunov. The team has been very passionate and dedicated to reinventing the brand, bringing an enormous amount of craft and expertise to create a distinctive and modern brand. This work has reinvigorated and elevated Korkunov, and we’re excited about the platform this has provided us to grow the brand.”
Source: Taxi Studio
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