Derrick Lin


Designed by We Are Pure, United Kingdom.


Brand and packaging design consultancy We Are Pure has secured a contract with Slavyanka, one of the biggest names in Russia’s confectionery sector.

The consultancy won a three-way pitch to secure the deal, which will see the team reposition, rationalise and develop Slavyanka’s extensive product range. They will become the first agency outside of Russia to work alongside the confectionery giant.

New brands, packaging, website and POS will all be created for the company, which dates back over 70 years and currently has an annual turnover of $600m.

Slavyanka’s current range includes over 400 products, featuring everything from chocolate bars and cookies to fruit flavoured jellies and cakes. One of We Are Pure’s initial tasks will be to create new brand characters to be used across the entire range.

We Are Pure has developed a strong reputation for brand and packaging design in the confectionery market, having previously worked for industry leaders Cadbury and Fox’s, and launching the entire own-brand confectionery offering for DVD rental giant Blockbuster.

The consultancy also has extensive experience of the Russian retail market, having launched a range of new stores for health and beauty manufacturer Pervoe Reshenie earlier this year.

Commenting on the contract with Slavyanka, We Are Pure’s owner and creative partner David Rogers said:

“As well as our big brand experience, the management team at Slavyanka felt comfortable with our existing Russian retail links and was also impressed with the fact that we have created two of our very own confectionery brands.

“Having My World fairtrade chocolate for children and the Sugar Plum line of confectionery for adults under our belt, demonstrates that we not only have the ideas, but also have the experience to successfully take a new brand to market.

“Our work with Slavyanka will be about taking an existing brand, packed with history and introducing it to a new generation. It is a family-owned business and it is important to retain that sense of heritage and, as a team, we are well positioned to do that with sensitivity and consideration for what has gone before.

“We will be aiming to create an overall, credible umbrella brand, which will unite all of the other sub-brands, allowing them to tier down from this starting point as we move forwards.”

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