Cheese Karat

Agency: Depot WPF
Strategy: Farhad Kuchkarov Olga Baturina, Anastasia Tretyakov
Project managers: Anna Slobodskova, Anna Smirnova
Creative director: Alexey Fadeev
Designer: Nikita Ivanov
Pre-press: Anton Minaev, Vitaly Gavrish

Client: JSC “Karat”
Commercial Director: Julia Ivanova
Director of Marketing Department Svetlana Obraztsova
Lead Communications Manager: Jan Petrov
Brand Manager: Marina Sanikovich
Location: Russia

Moscow factory processed cheese “Karat” for the first time 81-year history, the company held a large-scale rebranding and redesign of its products, which is familiar to every Russian. For updated corporate brand and packaging throughout the product line of the plant meet branding agency Depot WPF. The new version of “Carat” abandoned Soviet-style soft cheeses – the usual globe, sweeping the letters “Friendship”, retaining only the recognizable color code – red-yellow for “Friendship”, blue and yellow for “Waves”, turquoise and yellow for “Amber”.

“The new corporate identity” Karat “and the design of its flagship line of processed cheese is a new interpretation of retro, heritage in a modern version – said creative director Alexey Fadeyev Depot WPF. – We are driven to extremely complex system of simple signs to iconic characters. The basis of style was captured Soviet Suprematism beginning of XX century “.

“After a lot of research, we have refused to follow the path of categorical mimicry, is indicated for the Carat role of one of the leaders and trendsetters, and took quite a bold and for the company and for the market as a whole moves. And it is not only the merit of researchers and us – a big role in this was played by the client and the team, which was ready for such changes, “- said strategist Depot WPF Farhad Kuchkarov.