Creative Agency: Krylia FMCG Branding
Project Type: Produced, Commercial Work
Packaging Content: Flour
Live flour Yarovita is the first Ukrainian wholegrain flour preserving the maximum amount of useful components, in which is concentrated all force of the nature.
Due to the unique technology of grain grinding live flour harmoniously combines the beneficial properties of unrefined flour with the highest bakery qualities of higher grades. Yarovita is Ukrainian authentic product that brings us back to the ancient origins of the natural nutrition of our ancestors, to the life in unity with nature, to the harmony of body and soul.
Yarovita – a truly unique product, which we are fortunate to work with. Krylia FMCG Branding were involved in the project since its birth and are accompanying the brand at all stages of its development. Almost the complete absence of knowledge of wholegrain flour in the market, required to make every effort to report its consumer properties and the main advantages. The wholegrain flour or, in other words, unrefined (crude) flour was considered by us as the antipode of the widespread refined (clear) flour.
A unique chance has appeared for positioning the brand as a representative of a new product category. We decided to come up with an individual lexical meaning for the wholegrain flour, in fact, a new unique category name for Ukrainian consumers which was directly associated with the brand. Thus arose the term ‘live flour’, reflecting the main advantages of the product more vividly and understandable. The brand was given the name ‘Yarovita’ – ‘giver of life’. Southern and western Slavs associate with the root yar (jar) the notions of spring fertility, bread and the origin of life. Krylia FMCG Branding have also developed the Yarovita brand legend and copywrite-basis for future markeying communications. While working on the design, the main accent was made on the naturalness and authenticity of the product. The crude wrapping kraft paper from coarse cellulose of light brown color (the color of the most unrefined flour) was selected as a packaging material. Such package should visually convey the idea of naturalness and simultaneously move from the snowy wrapping paper, which usually used for packaging the common white flour. As visual symbols of natural grinding, the drawing-engraving with the image of millstones for grinding grain was posted on the package.
The authenticity of the brand was reflected by Ukrainian ornament stylized with ears of wheat. We also tried to make the Yarovita’s package as informative as possible, posting all the important information on it about the useful properties of live flour, its high content of fiber, vitamins and minerals, in the form of schematic drawings and tables. Krylia FMCG Branding developed the logotype of Yarovita stylized as an ancient Slavic solar symbol and also corporate identity and layouts for promotional print.